ONLINE ADVERTISING IN TELECOM COMPANIES

S pojavom interneta se je začelo novejše obdobje v poslovnem življenju. Internet spreminja temelje vodenja podjetij in strukturo poslovnih procesov, vpliva na spremembo razmerja moči med tržnimi udeleženci in vzpostavlja nove odnose med njimi, hkrati pa podjetjem ponuja možnost za trženje in oglaševanje izdelkov na globalnem trgu. Posledica tega je spreminjanje tradicionalnih konceptov in uvajanje novih pravil za uspešno trženje. Za podjetja, ki stremijo k uspešnosti, je pristnost na internetu neizogibna. Internet danes postaja medij prihodnosti, število njegovih uporabnikov pa iz dneva v dan večje. Eden izmed ključnih dejavnikov za uspešno poslovanje in predstavitev podjetja na trgu je predvsem uporabna ter interaktivna spletna stran. Za uspešno poslovanje je potrebno oblikovati spletno stran, ki bo ustrezala kriterijem in lastnostim kakovostnih spletnih strani. Pomembno vlogo ima že začetna stran, saj je mnogokrat ključen prvi vtis, ki ga uporabnik dobi, ko obišče spletno stran. Najpomembnejša na strani pa je vsebina. Potrebno je zagotoviti preglednost in ažurnost informacij, ki so predstavljene na spletni strani. Ključno vlogo na spletni strani igrata oblikovna podoba ter tehnični vidik. Spletne strani morajo biti namreč usklajene z najpogosteje uporabljenimi brskalniki, željeno pa je tudi da se hitro naložijo. Na podlagi anketne raziskave smo ugotovili, da le všečne, pregledne, razumljive ter uporabne spletne strani pritegnejo obiskovalce, jih na spletni strani zadržijo ter prepričajo, da se ponovno vrnejo. Pozitivna uporabniška izkušnja ima velik pomen. Analizirane spletne strani slovenskih ponudnikov telekomunikacijskih storitev v veliki meri ustrezajo opisanim kriterijem, vendar se na nekaterih straneh kljub temu najdejo napake. Le-te bi bilo potrebno odpraviti, da bi bile spletne strani bolj funkcionalne. Če bi nekako strnili spletno oglaševanje telekomunikacijskih podjetij v Sloveniji, bi lahko rekli, da so na podlagi njihovih spletnih strani na dobri poti. Njihovo prizadevanje, ki ga kažejo preko spletnega oglaševanja, je na dokaj visokem nivoju. Vlaganja v izdelavo in izboljšavo spletnih strani so vsak dan višja. Njihova prizadevanja pa vse bolj opazijo in cenijo tako njihovi uporabniki kot tudi naključni gledalci strani. Ne nazadnje pa se njihovi uporabniki storitev vse pogosteje odločajo za nakup ali naročanje njihovih storitev ali izdelkov kar na podlagi spletnih strani podjetij.With the introduction of the Internet, a new business era has begun. The Internet has changed the foundations of corporate management and the structure of business processes affecting the change in the balance of power between the market participants and has established new relations among them, while at the same time providing the possibility for marketing and advertising products on the global market. As a result, the traditional concepts have changed and new rules have been introduced for successful marketing. Presence on the Internet is inevitable for companies striving towards success. Internet has become a medium of the future with a growing number of users daily. One of the key factors for successful performance and presentation of a company on the market is a serviceable and interactive website. For successful performance, a website which corresponds to the criteria and characteristics of quality website needs to be designed. The homepage plays a significant role in this, as the first impression gathered by the user when visiting a web site is often vital. However the most significant part of a page is its content. A clear look of the web site must be ensured together with regular updates of the information displayed on the website. The design and the technical aspect are just as important. Websites must be compatible with the most frequently used web browsers and must load rapidly. Based on the survey research, we established that only likeable, transparent, understandable and useful web sites attract visitors, maintain their presence on the site and convince them to return. The user\u27s positive experience is significant. The analysed websites of Slovenian providers of telecommunication services mostly meet the described criteria, however errors are noticeable nonetheless on some websites. In order to make the websites even more functional, they should be eliminated. If we were to summarise the web advertising of telecommunication companies in Slovenia, we could say based on their websites that they are headed in the right direction. Their effort which is demonstrated through their web advertising is at quite a high level. Investment in the design and improvement of websites has increased on a daily basis. Their effort is noticed and respected more and more by their users as well as random visitors to their sites. Ultimately service users often make decisions to purchase or order their services or products based on the companies\u27 websites