The concept of marketing communications within the framework of integrated marketing activities in the digital world

Tema diplomskog rada je koncept marketinških komunikacija u okviru integriranih marketinških aktivnosti u digitalnom svijetu. Integrirana marketinška komunikacija je strateški pristup koji vodi komunikaciju koja se koristi u marketinškim kanalima. Tradicionalni mediji postepeno su se zamjenjivali digitalnim medijima koji su poprimili važno značenje u marketingu. Uvidjele su se mnoge prednosti ovih alata zbog kojih se masovno koriste društveni mediji u svrhu promoviranja proizvoda, odnosno oglašavanja i privlačenja potencijalnih kupaca. Društvene mreže posebice su prepoznate kao alat koji olakšava komunikaciju između ljudi, ali i između prodavača i kupaca. Stoga se iz dana u dan bilježi porast korisnika društvenih mreža, ali i oglasa koji se pojavljuju na njima. U radu se polazi od teorijskog dijela integrirane marketinške komunikacije s naglaskom na digitalnu marketinšku komunikaciju. Zatim slijedi analiza istraživanja koje je provedeno kako bi se utvrdili stavovi ispitanika o upotrebi tradicionalnih i digitalnih marketinških alata.The topic of the thesis is the concept of marketing communications within the framework of integrated marketing activities in the digital world. Integrated marketing communication is a strategic approach that guides the communication used in marketing channels. Traditional media were gradually replaced by digital media, which took on an important meaning in marketing. Many advantages of these tools have been seen, due to which social media is used massively for the purpose of promoting products, i.e. advertising and attracting potential customers. Social networks are particularly recognized as a tool that facilitates communication between people, but also between sellers and buyers. Therefore, the number of users of social networks, as well as the ads that appear on them, is increasing day by day. The paper starts from the theoretical part of integrated marketing communication with an emphasis on digital marketing communication. Then follows the analysis of the research that was conducted to determine the views of respondents on the use of traditional and digital marketing tools