Title Analiza uspješnosti internet-marketinga kompanije Lego Title (english) Analysis of Lego's internet marketing success Author Senad Pehilj Mentor Dalija Kuvačić (mentor)Granter Libertas International University Defense date and country 2019, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Internet je u današnje doba nezaobilazan alat marketinga i ne samo da je dobro biti online prisutan, nego je i neophodno kako bi se doprlo do ciljane publike koja sve više i više vremena provodi na internetu. Jedno od mjesta gdje ljudi provode mnogo vremena su definitivno društvene mreţe, stoga kompanije vrlo mnogo ulaţu u marketinške aktivnosti baš u tom podruĉju. No to je samo dio interneta, koji se sastoji od svakojakih mogućih kanala promocije, od Youtube-videa pa sve do blogova. Budući da su ljudi izloţeni svaki dan ogromnoj koliĉini promocijskih aktivnosti, sve je teţe pridobiti njihovu paţnju i istaknuti se, biti drugaĉiji. Ali baš je to je jedan od glavnih elemenata uspješnih internetskih i marketinških aktivnosti. Od neizmjerne je vaţnosti znati pridobiti paţnju ljudi, koji će tek onda realno primijetiti oglašavanje ne tek sliku, slova ili video u pozadini.
Primjena svih kanala internet-marketinga omogućava jaĉanje trţišne pozicije. Najvaţnija komponenta današnjeg internet-marketinga je sadrţaj koji se nudi. Ovo spada pod content-marketing, koji postaje sve vaţniji u uspjehu marketinga na internetu. Kako bi oglašavanje bilo uspješno, svi kanali kojima se tvrtka koristi trebali bi distribuirati kvalitetan i privlaĉan sadrţaj. Iznimno je vaţna svakodnevna komunikacija s kupcima i slušanje njhovih ţelja i potreba te spremno reagiranje na dobivene informacije. TakoĊer je vaţno optimiziranje za što više ureĊaja, pogotovo pametne telefone i tablete, koji su danas prisutni u svakome domu. Cilj je svemu ovomu, naravno, stvaranje privrţenosti korisnika brendu.
U svrhu razrade teme, u ovom specijalistiĉkom diplomskom radu analizirani su online marketinški napori kompanije LEGO, koja u znaĉajnoj mjeri koristi online oblike marketinga u stvaranju privrţenosti jednom od najjaĉih brendova na svijetu. Najviše se koriste društvenim mreţama i content-marketingom (marketing sadrţaja), a tijekom godina su postali jedan od primjera uspješne prisutnosti na internetu.
Abstract (english) Today’s internet is an unavoidable tool of marketing and it is not only good to have an online presence, but it is necessary if one wants to reach the target audience, which spends more and more time online. One of the places where people spend a lot of time are definitely social networks, therefore companies invest a lot into marketing activities in that area. But that is only a part of the internet, which has various channels of promotion, from Youtube videos to blogs. Since people are exposed every day to a massive amount of promotional activities, it is getting harder to get their attention and get noticed, be different. But that is precisely one of the main elements of successful internet marketing activities. It is of vital importance to know how to get the attention of people, who will only then truly notice the promotions not only as a picture, words or a video in the background.
The use of all the channels of internet marketing enables the strengthening of the market position. The most important component of today’s internet marketing is the content one has to offer. This belongs to content marketing, which is getting more and more important in the success of internet marketing. For advertising to be successful, all channels that the company uses should distribute quality and appealing content. It is extremely important to communicate with buyers on a daily basis and to listen to their wishes and needs and readily react to the received information. Another important thing is to optimize for as many devices as possible, especially for smart phones and tablets, which are present in every household these days. The goal to all this is, of course, creating loyalty to the brand.
For the purpose of developing the topic, this thesis analyses online marketing efforts of the LEGO company, which significantly uses online forms of marketing in creating loyalty to one of the strongest brands in the world. They mostly use social networks and content marketing and have through the years become one of the examples of successful presence on the internet.
Keywords
društvene mreže
marketing sadržaja
online-prisustvo
kreativnost
Keywords (english)
social networks
content marketing
online presence
creativity
Language croatian URN:NBN urn:nbn:hr:223:315596 Study programme Title: Domestic and International Trade Management Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2019-07-18 13:26:15
