ADVERTISING ON GOOGLE MAPS : Final paper

Ovim radom se obrađuje tema oglašavanja na Google Kartama. S obzirom na važnosti oglašavanja te mogućnosti koje stoje na raspolaganju poslovnim subjektima koji ga implementiraju, one će u nastavku biti istražene u okviru alata i servisa Google Karte. Google Karte su ključni marketinški alat koji se temelji na geolokaciji subjekta, a usmjeren je na postizanje bolje vidljivosti tvrtke. Za poslovni subjekt postaje sve važnije biti konstantno prisutan te ažuran u praćenju novih trendova i kanala kojima može pristupiti većem broju korisnika. Radom se nakon Uvoda predstavlja koncept geolociranja u službi marketinga koju slijedi razrada najznačajnijih elemenata tržišnih nositelja tih značajki u smislu popularizacije i komercijalne primjene. Nadalje su predstavljeni zahtjevi posla oglašavanja temeljenog na geolokaciji. U radu je prikazana i evolucija Google Karti i utjecaj koji ima na pojedine čimbenike ljudskog i potrošačkog ponašanja. Temom se još razrađuju karakteristike oglašavanja te mogućnosti i prednosti za poslovne subjekte u okviru Google Karti. Kao nezaobilazan dio konzumiranja usluge u digitalnom okružju, napravljen je pregled perspektiva korisničkog iskustva kroz pristup i upotrebu ovog alata te mogućnosti poslovnih subjekata kroz njihovu registraciju putem ove platforme. Na ovaj način identificirane su prilike i prijetnje s kojima se oglašivači susreću s jedne strane te korisnici s druge.This paper adresses the topic of Advertising on Google Maps. Given the importance of advertising and the possibilities available to business entities that implement it, they will be explored in the following within the the tools and services of Google Maps. Google Maps is a key marketing tool based on the subject's geolocation, aimed at achieving better company visibility. It is becoming more and more important for a business entity to be constantly present and up-to-date in monitoring new trends and channels that can be accessed by a larger number of users. After the Introduction, the paper presents the concept of geolocation in the service of marketing, which is followed by the elaboration of the most significant elements of the market bearers of these features in terms of popularization and commercial application. Furthermore, the job requirements of geolocation based advertising were observed. The paper also shows the evolution of Google Maps and the impact it has on certain factors of human and consumer behavior. The topic is elaborated with characteristics of advertising and the possibilities and advantages for business entities within the framework of Google Maps. As an unavoidable part of consuming the service in the digital market, an overview of the perspectives of the user experience through access and use of this tool and the possibilities of business entities through their registration through this platform was made. In this way, opportunities and threats faced by advertisers on the one hand and users on the other were identified