OPTIMIZATION OF E-ADVERTISING FOR PREMIK COMPANY

V diplomskem delu uvodoma predstavim zgodovino in oblike elektronskega poslovanja. V devetdesetih letih je z razvojem interneta elektronsko poslovanje, kasneje pa tudi elektronsko oglaševanje, resnično zaživelo. V nalogi izpostavim pomembno vlogo elektronskega oglaševanja v podjetništvu ter se osredotočim na najučinkovitejše oblike te vrste oglaševanja. V osrednjem delu diplomske naloge na konkretnem primeru analiziram trenutno stanje in učinke elektronskega oglaševanja. Ugotavljam, kako učinkovite so trenutne oglaševalske kampanje, ki potekajo v okviru Google Adwordsa ter kakšne so prednosti in slabosti obstoječe spletne strani podjetja Premik. Pri analizi stanja na Google Adwordsu si pomagam s koristnim orodjem, ki omogoča vpogled v statistiko obiska, Google Analytics. Rezultati analize razkrivajo, da trenutno stanje e-oglaševanja v podjetju ni na optimalni ravni, zato v drugem delu naloge podam predloge za optimizacijo spletne strani in oglaševalskih kampanj. Pomembno je, da ima podjetje natančno zastavljeno strategijo e-oglaševanja, ki jo redno spremlja in posodablja. Z nepravilnim pristopom lahko hitro presežemo načrtovane stroške oglaševanja, hkrati pa ne dosegamo predvidenih ciljev. V zaključku naloge predstavim še nekatere druge oblike elektronskega oglaševanja, ki hitro pridobivajo na pomenu in predstavljajo nove možnosti za predstavitev podjetja na spletu.The introduction chapter of the thesis presents the history and the forms of the electronic commerce. With the development of the internet electronic commerce in the nineties and later electronic advertising quickly developed. In the thesis I give an overview of the importance of the electronic advertising for businesses. In the main part of the thesis I analyze current advertising campaigns on Google Adwords and the advantages and disadvantages of the current company page as the case study. When I analyze the habit of advertising campaigns I use a helpful tool Google Analytics that gives an insight into the statistics of the company page visits. The results of the survey reveal that the current habit of the electronic advertising in the company is not on optimal level. In the second part of the thesis I give recommendations for the optimization of the company’s website and advertising campaigns. It is important that the company has a precise strategy for electronic advertising and that campaigns are regularly updated. Wrong approach often causes the exceeded budget for the online advertising without reaching the expected goals. For the closure I introduce some other forms of electronic commerce that represent new possibilities for the introduction of the company