DIGITAL MARKETING IN POLLEO SPORT

Diplomska naloga sestoji iz strnjenega opisa in razlage digitalnega marketinga ter njegovih aktivnosti. Podrobneje so definirane digitalne marketinške aktivnosti, ki jih podjetja najpogosteje izvajajo. V diplomski nalogi je, na enem mestu zbranih, kar se da veliko koristnih informacij o digitalnem marketingu. Pod to je vključena definicija samega digitalnega marketinga, s primerjavo digitalnega in tradicionalnega marketinga. Podrobneje so opisane tudi spremembe, ki jih je s seboj prinesel digitalni marketing. Do sedaj so se v digitalnem marketingu razvile številne marketinške aktivnosti, ki se na tem področju izvajajo. V nadaljevanju diplomske naloge so podrobneje definirane in opisane marketinške aktivnosti, ki spadajo pod digitalni marketing. Pod to je štejemo opis in razlago vsebinskega marketinga, marketing družbenih omrežij, SEO marketing, e-mail marketing, nativni marketing, partnerski marketing in spletno oglaševanje. V diplomski nalogi je podrobneje predstavljen digitalni marketing na primeru podjetja Polleo Sport. Vključen je natančen opis izvajanja določene marketinške aktivnosti podjetja, ter ocena iz vidika prednosti in slabosti, prav tako pa so ponujeni predlogi za izboljšave.In the following thesis digital marketing is described in detail. More information is given on digital marketing activities that enterprises usually carry out. Furthermore, this one document contains as many usefull information about digital marketing and it\u27s activities as possible. Digital marketing activities are listed, defined and described. Thesis includes explanation of activities such as: content marketing, social media marketing, SEO marketing, e-mail marketing, native marketing, affiliate marketing and online advertising. In the thesis, the digital marketing is presented through a case study of a company Polleo Sport. It decribes activities which are used by this company and it presents how does their marketing strategy looks like, while also giving pros ans cons of the implemented strategy and the suggestions on how to improve it