Title MARKETINŠKI TRENDOVI U BUDUĆNOSTI Title (english) Marketing trends in the future Author Ivan Štimac Mentor Nenad Vertovšek (mentor)Committee member Goran Luburić (predsjednik povjerenstva) Committee member Tanja Grmuša (član povjerenstva)Granter Zagreb School of Business Defense date and country 2019-09-30, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Tehnološki razvoj je proces koji ostavlja trag na čitav svijet i na naše poimanje istog. Brojni digitalni alati već duže vrijeme utječu na marketing, koji se od svoje prve definicije od strane Philipa Kotlera u 1980. godini do danas bitno transformirao. Online povezanost i društvene mreže nude prilike današnjim marketingašima u analizi potrošača i provedbi marketinških kampanja. Okruženi smo pojmovima kao što su umjetna inteligencija, virtualna stvarnost i blockchain tehnologija, no definicije i mogućnosti implementacije spomenutih tehnologija nisu široko rasprostranjene u društvu. Smatram kako na sve možemo gledati kao na proces koji se stalno ažurira. Prema tome, važno je biti osviješten o trenutnom stanju, te kroz metode promatranja i analize, uz dozu kreativnosti, iskoristiti tehnološke mogućnosti u marketingu. Navedene tehnologije otvaraju prostor za kreativnu stranu marketinškog odjela jer je kreativnost nešto što nama ljudima leži. To se pokazalo kroz razna djela znanstvene fantastike, koja su poslužila kao inspiracija kreatorima današnjih tehnologija, a koja su prije bila čista fikcija. Smatram kako svako mišljenje mora biti zasnovano na informacijama. Iz tog razloga se prilikom pisanja ovog rada nisam vodio predviđanjem, već promatranjem realne slike tehnološkog napretka i mogućnostima iskorištavanja u marketingu. Sa psihološke strane, razna su istraživanja pokazala koliki učinak tehnologija ima na društvo i koliko njezina implementacija zapravo pomaže prilikom korištenja ljudskih vještina u budućnosti, među kojima su emotivnost i kreativnost. Smatram kako su ove vrijednosti, uz otvorenost uma, temelj uspjeha budućih marketinških stručnjaka.
Abstract (english) Technological development is a process that leaves a mark on the whole world and our understanding of it. Numerous digital tools have been influencing marketing for a long time, which since its first definition by Philip Kotler in 1980. has been transformed significantly. Online connectivity and social networks provide opportunities for today's marketers in consumer analysis and marketing campaigns. We are surrounded by concepts such as artificial intelligence, virtual reality and blockchain technology, but the definitions and implementation possibilities of these technologies are not widespread in society. I think we can look at everything as a process that is constantly updating. Therefore, it is important to be aware of the current situation and to utilize technological opportunities in marketing through methods of observation and analysis, with a dose of creativity. These technologies leave opportunities for the creative side of the marketing department, because creativity is something that humans are naturally good at. This has been demonstrated through various works of science fiction, which have served as inspiration for creators of today's technologies, which were previously pure fiction. I was not guided by predictions, but by observations of real technological progress and the potential for exploitation in marketing. Psychologically, various studies have shown the impact that technology has on society and how much its implementation actually gives importance to the use of human skills in the future, including emotionality and creativity. I believe these values, as well as an open mind, are at the heart of the success of future marketers.
Keywords
Marketing
Tehnologija
Umjetna inteligencija
Virtualna stvarnost
Kreativnost
Keywords (english)
Marketing
Technology
Artificial Intelligence
Virtual Reality
Creativity
Language croatian URN:NBN urn:nbn:hr:180:356420 Study programme Title: Marketing and communication management Type of resource Text File origin Born digital Access conditions Access restricted to students and staff of home institution Terms of use Created on 2019-12-02 13:42:24
