COMPARATIVE ANALYSIS BETWEEN TRADITIONAL AND INTERNET MARKETING

Z vedno hitrejšim razvojem internetne tehnologije in njeno prisotnostjo v vsakdanjem življenju, je v zadnjih dvajsetih letih prišlo tudi do pojava novih oblik oglaševanja in prodaje. Spletni marketing v osnovi združuje in izboljšuje vse metode, ki jih pozna tradicionalni marketing, narava spletnih tehnologij pa mu omogoča, da že poznane metode razvija v popolnoma novo smer. V magistrskem delu smo analizirali najpogosteje rabljene metode in principe tako tradicionalnih, kot tudi spletnih oblik marketinga. Za potrebe kasnejše primerjalne analize smo ugotavljali značnilnosti posameznih metod spletnega oz. tradicionalnega marketinga ter prednosti oz. slabosti, ki jih ugotovljene značilnosti za neko metodo predstavljajo. V zadnjem delu smo izvedli primerjalno analizo, skozi katero smo kritično primerjali obe področji marketinga. Primerjalna analiza je nedvoumno nakazovala na velik potencial, ki ga ima spletni marketing napram tradicionalnemu. Ugotovili smo, da je v veliki večini ugotovljenih značilnosti, spletni marketing lahko veliko učinkovitejši in s tem zanimivejši za oglaševalce oz. prodajalce. Ne glede na vse pa lahko spletni marketing popolnoma nadomesti tradicionalni marketing šele, ko bodo tradicionalne medije iz naših življenj popolnoma izrinili digitalni mediji.In last twenty years increasingly rapid development of internet technology and its presence in everyday life, caused emergence of new forms of advertising and sales. Online marketing basically integrates and improves all the methods known to traditional marketing, while the nature of online technologies allows already known methods to be developed in a completely new direction. In this thesis, we analyze the most commonly used methods and principles of both traditional and online forms of marketing. For the purpose of subsequent comparative analysis we first determine the characteristics of the individual methods of online and traditional marketing and their advantages and disadvantages. In the last part we performed a comparative analysis, through which we are comparing the two critical areas of marketing. Comparative analysis clearly indicate the great potential offered by the online marketing versus traditional. We found that because of the vast majority of the identified features, online marketing can be much more efficient and thus more attractive to advertisers and sellers. Nevertheless, online marketing can completely substitute traditional marketing only when traditional media is completely substituted by digital media