EXPANSION OF SOCIAL NETWORKS - THE FUTURE OF STRATEGIC MARKETING

Diplomska naloga obravnava vzpon socialnih omrežij, ki so del novih, tako imenovanih družbenih medijev. Trženjska komunikacija se je z razvojem tehnologije spleta 2.0 že v veliki meri usmerila na spletne in mobilne komunikacijske in družbene medije. Tržnikom pa je merjenje učinkovitosti pojavljanja na socialnih omrežjih, pridobivanja oboževalcev in komunikacije s potrošniki, v povezavi s finančnim vložkom v kampanje na socialnih omrežjih in lastnimi poslovnimi cilji, še vedno težko opredeliti. V raziskovalnem delu diplomske naloge ugotavljamo potencial trženja, večanja prodaje in ugleda blagovnih znamk, ki so prisotne na socialnih omrežjih. Raziskava obravnava nov način dvosmernega komuniciranja blagovnih znamk in poslovnih subjektov s svojimi potrošniki, ki pred pojavom družbenih medijev s klasičnim oglaševanjem in trženjem ni bilo mogoče. Podrobnejše opredeljuje mnenja uporabnikov (potencialnih kupcev), ki so prisotni na socialnih omrežjih, njihove nakupne navade in odnose do komunikacije z blagovnimi znamkami in podjetji.This diploma thesis is concerned with the rise of social networks, which are a part of the new social media landscape. With the development of Web 2.0 technologies, marketing communications focused on web and mobile communications and social media to a large extent. However, it is still difficult for marketers to quantify the measurement of the effectiveness of participating in social media, gaining fans and communicating with consumers in relation to their financial investments into social networking campaigns and own business goals. In the research portion of my diploma thesis, I determined the marketing potential, sales growth and improved reputation for brands that participate in social networks. The research covers the new channels for two-way communication between brands and businesses and their customers, which was not possible through traditional advertising and marketing efforts before the rise of social media. It details the opinions of users (potential customers) that have a presence on social networks, their purchasing habits as well as their relationships to the communication with brands and businesses