Establishment of a web model for the implementation of effective digital marketing of products and services

Digitalni marketing v primerjavi s klasičnimi marketinškimi pristopi že nekaj časa opazno prevzema vlogo primarnega načina trženja. Doseg in strateški izbor, ki ju omogoča splet na tem področju, sta precej preprosteje postavljena pred druge načine trženja. Način dela med vzpostavljanjem spletnih modelov digitalnega marketinga in pozneje njegovega izvajanja se z ustreznimi e-orodji spremlja in izvaja tekoče ter sistemsko. Povezava med tehnološkimi rešitvami in marketinškimi dejavnostmi predstavlja v tem primeru logično korelacijo, ki zahteva smiselno in učinkovito projektno načrtovanje ter vodenje. Vzpostavitev digitalnega marketinga je lahko zapleten proces, ki ga je treba skrbno načrtovati in pri tem razumeti njegovo širino ob zastavljenih ciljih. Kompleksnost digitalnega marketinga potrjujejo novi trendi, ki se na tem področju spreminjajo ter preoblikujejo zelo hitro. Slednji tržnikom na eni strani omogočajo možnost izkoriščanja konkurenčne prednosti ali na drugi strani zamujene priložnosti, če se z njimi ne srečajo pravočasno. V magistrskem delu je predstavljen problem načrtovanja spletnega modela digitalnega marketinga, ki je v številnih pogledih značilen za širok spekter trženja produktov in storitev za različna tržna področja. Področje prodaje je postalo močan zaveznik marketinga, zato je poleg vsebinske opredelitve obravnavanih področij del magistrskega dela namenjen tudi konceptu marketinško-prodajnega načrta izvedbe. Večji poudarek je predvsem na poglavjih, ki se navezujejo na vzpostavitev spletnega modela in so v močni povezavi s tehnološkimi rešitvami. Poglavja so med seboj logično povezana tako, da tvorijo smiselno kronološko zaporedje dejavnosti in predstavljajo klasični pristop k izvedbi projektov. Pozornost posvečamo trenutnim aktualnim razmeram na trgu ter jih upoštevamo pri navajanju dejavnosti, ki so nujne za uspešno izvajanje digitalnega marketinga produktov in storitev. Med ključne dejavnosti uvrščamo tudi aktivno in sistemsko spremljanje ključnih kazalnikov uspešnosti in izvajanje ukrepov, ki nastanejo na osnovi analitičnih spoznanj.Digital marketing has noticeably been taking the role of being a primary marketing method for a while compared to traditional marketing approaches. The audience reach and strategic selection offered by the internet in this field easily puts them ahead of other marketing methods. The method of work during the creation of the web models of digital marketing and later the implementation of marketing is monitored and executed smoothly and systematically by using the appropriate e-tools. In this case, the connection between technological solutions and marketing activities represents a logical correlation that requires rational and effective project planning and management. The establishment of digital marketing can be a complicated process that needs to be carefully planned. It also requires an understanding of its extent along with the objectives set. The complexity of digital marketing is being confirmed by new trends that are changing and transforming quickly in this field. They offer marketers a possibility of exploiting competitive advantages or missed opportunities if they do not seize them on time. The problem of designing a web model of digital marketing which is typical for a wide range of the marketing of products and services for different market segments is presented in this master’s thesis. The sales area has become a powerful ally of marketing. Therefore, a part of the master’s thesis contains the concept of a marketing and sales plan of implementation as well as the contextual specification of the addressed areas. There is an emphasis on chapters that regard the creation of the web model and are closely linked to technological solutions. The chapters are logically linked to one another so that they form a meaningful chronological sequence of activities and represent a classical approach to the implementation of projects. Attention is paid to the current situation on the market that is considered while listing the activities that are necessary for the successful implementation of the digital marketing of products and services. Key activities include an active and systematic monitoring of key performance indicators and the implementation of measures that are based on analytical insights