USE OF MODERN WEB ADVERTISING TECHNOLOGIES

Splet je postal za večino že skoraj nepogrešljiv del vsakdana. Na spletu iščemo informacije, delimo informacije, se družimo. Ker ogromno časa preživimo na spletu, je postalo zelo pomembno za podjetja, da so prisotna na spletu. Svoje potencialne kupce lahko na spletu dosežejo s postavitvijo spletnega mesta in spletnim oglaševanjem. V diplomskem delu smo najprej opredelili marketinško komuniciranje, katera so orodja in kako le ta vplivajo na potencialne kupce. Opredelili smo tudi oglaševanje in podrobno opisali spletno oglaševanje kot pomemben del marketinškega komuniciranja v sodobnem času. Preden začnemo oglaševalsko kampanjo se moramo odločiti med tradicionalnim ali spletnim oglaševanjem ali za kombinacijo obojega. Da lahko to storimo moramo seveda poleg proračuna poznati tudi prednosti in slabosti takšnega oglaševanja in kaj nam določene tehnologije omogočajo, saj ni cilj oglaševanja samo večja prodaja ampak tudi krepitev določene blagovne znamke in ohranjanje lojalnosti kupcev. Skozi diplomsko delo smo ugotovili, da se pri spletnem oglaševanju dosti stvari prepleta, da ni enostavno ločiti nekaterih pojmov, saj se med seboj dopolnjujejo s skupnim ciljem, kar je večja prikaznost spletnih oglasov točno določenim ljudem ob pravem času kar posledično pomeni tudi učinkovitejšo spletno oglaševalsko kampanjo. Za lažjo predstavo o tem zakaj se podjetja odločajo za spletno oglaševanje in kakšne tehnologije izberejo za doseganje svojih ciljev, smo v zadnjem poglavju opisali 5 različnih primerov dobre prakse. Ugotovili smo, da različni problemi zahtevajo različne pristope, ki pa jih na spletu ne manjka. Podjetja se zavedajo pomembnosti spletnega komuniciranja in v prihodnosti nameravajo v to področje vlagati še več sredstev. Največje spremembe lahko pričakujemo v spletnih družbenih omrežjih, spletnih straneh, večpredstavnostnih oglasih in trženju preko elektronske pošte.The Internet has become almost indispensable part of everyday life for the majority of people. We go online to search for information, share information and socialize. Because a lot of time is spent on the web, it has become very important for companies to be present on the internet. Companies can reach potential customers online with setting up a website or with online advertising. In this diploma, we first define marketing communication, the tools of marketing communication and how they affect potential buyers. We defined what is advertising and described in detail web advertising, as an important part of marketing communication in modern times. Before we start the advertising campaign we have to decide between traditional or web advertising or a combination of both. To make the right decision, we must know the budget and the pros and cons of such advertising and also what certain technologies enable, because the objective is not only to sell more, but also to strengthen particular brand and maintain customers loyalty. Through the diploma, we found out that in web advertising many things interweave and that it is not easy to distinguish between them, because they complement each other with the same goal, which is greater visibility of web ads for the right people at the right time, which consequently means more effective advertising campaign. For easier understanding of why companies choose web advertising and which technology has achieved their objective, is described in the last chapter on five different examples of good practice. We found out that different problems require different approaches that can easily be found among the variety of solutions offered on internet. Companies are aware of the importance of web communication because in the future they intend to invest in this area even more resources. The biggest changes can be expected in online social networks, websites, multimedia advertising and email marketing