Trends and tools in digital marketing

Informatika je glavni pokretač razvijanja gospodarstva i društva kao cjeline. U suvremenom društvu poslovanja i gospodarstva te razmjena dobara se okreće prema elektronskom poslovanju kako bi se proces olakšao, upravo zbog toga ovisnost svijeta i tehnologije postaje sve snažnije. Digitalni marketing može se promatrati kroz širi i uži smisao. U užem smislu, promatramo ga kao proces gdje se kreiraju ponude, određivanje cijena, distribucije i promocije s ciljem profitabilnog zadovoljenja potreba kupaca isključivo na elektroničkom tržištu, a u širem smislu uključuje se software rješenje putem kojeg se marketing ciljevi u cijelosti realiziraju kroz Internet. Strategija svakog poslovanja pa tako i kod digitalnog marketinga je da se uz potrebne alate i tehnike postignu ciljevi te zadovolje potrebe potrošača uz što manje troškove, potrošenog vremena i resursa. Za što bolje razvijanje poslovanja, pojavljuju se primjene alata koji pomažu pri automatiziranju odnosno olakšavanju zadataka, razvijanje boljih tehnika za prikupljanje podataka, pojednostavljivanje poslovnih procesa i ušteda vremena i resursa. Kako bi se što bolje pozicioniralo na tržištu, bitno je odrediti pravilne alate s odgovarajućim tehničkim vještinama. Društvene mreže u zadnjih par godina, predstavljaju najčešće korišteni kanal i alat za digitalni marketing među kojima se najviše ističu Instagram, Facebook, Youtube. Trenutačno, marketinški stručnjaci se suočavaju s izazovnim promjenama koje se brzo razvijaju čiji je uzrok digitalizacija. Proces stvaranja novih trendova, kanala, otvarajući nove mogućnosti za pronalazak kupaca te uspostavljanje kontakta s njima, povećana dostupnost proizvoda i usluga i sl. Trendovi predstavljaju glavni razlog zašto poduzeća ne bi trebala ignorirati svoje marketinške strategije već ih uz pomoć pravilnog praćenja na tržištu, pretvorila u svoje snage i prednosti.Informatics is the main force behind the development of the economy and society as a whole. In modern society, business and economy and the exchange of goods are turning to electronic business in order to make the process easier, precisely because of this the dependence of the world and technology is becoming stronger. Digital marketing can be viewed in a broader and narrower sense. In the narrower sense, we see it as a process where offers, pricing, distribution and promotions are created with the aim of profitably meeting the needs of customers exclusively on the electronic market, and in a broader sense it includes a software solution through which marketing goals are fully realized through the Internet. The strategy of every business, including digital marketing, is to use the necessary tools and techniques to achieve goals and satisfy consumer needs with as little expense, time and resources as possible. For the best possible business development, there are applications of tools that help automate or facilitate tasks, develop better techniques for collecting data, simplify business processes and save time and resources. In order to be at better position on the market, it is important to determine the right tools with the appropriate technical skills. Social networks in the last couple of years represent the most used channel and tool for digital marketing, among which Instagram, Facebook, and YouTube stand out the most. Currently, marketers are facing challenging and rapidly evolving changes caused by digitalization. The process of creating new trends, channels, opening up new opportunities for finding customers and establishing contact with them, increased availability of products and services, etc. Trends represent the main reason why companies should not ignore their marketing strategies, but with the help of proper monitoring on the market, turn them into in its strengths and advantages