Title UTJECAJ BLOCKCHAIN TEHNOLOGIJE NA DIGITALNI MARKETING Title (english) The effect of block chain technology on digital marketing Author Dominik Tepeš Rafaj Mentor Oliver Hip (mentor)Committee member Željka Zavišić (predsjednik povjerenstva)Committee member Dorotea Milas (član povjerenstva) Granter Zagreb School of Business Defense date and country 2019-10-24, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Digitalni marketing jedan je od najzastupljenijih oblika marketinga danas te se sve više budžeta, namijenjenih za marketinške aktivnosti, preusmjerava na digitalne online kanale oglašavanja. U radu su opisane karakteristike digitalnog marketinga, njegove prednosti i nedostaci te tko trenutno dominira na tržištu online oglašavanja. Facebook i Google kao vodeće kompanije uvelike su koncentrirali većinu radnji koje danas korisnici vrše putem interneta te se u posljednje vrijeme pojavljuje sve više afera vezanih uz zloupotrebu osobnih podataka, pokušaja utjecanja na mišljenja korisnika putem lažnih vijesti te nezadovoljstvo oglašivača zbog nedovoljno transparentnih rezultata marketinških kampanji. U središnjem djelu rada nalazi se opis i pregled blockchain tehnologije kao i primjeri njene upotrebe u poslovanju. Blockchain (lanac blokova) je decentralizirana baza podataka čijom se primjenom mogu na transparentan i efikasan način bilježiti i pohraniti zapisi o transakcijama i imovini, bez mogućnosti njihove zloupotrebe. Cilj ovog rada je utvrditi trenutne i buduće utjecaje blockchain tehnologije na digitalni marketing, kroz njene karakteristike i primjenu u trenutnom poslovanju. Iako razne tvrtke, putem blockchain tehnologije nude rješenja za trenutne probleme u digitalnom marketingu, njihovi poslovni modeli nemaju široku upotrebu te se popularnost blockchain tehnologije najčešće veže uz Bitcoin i investiranje u nestabilno tržište kriptovaluta. Takva reputacija otežala je inovativnim tvrtkama njihov daljnji razvoj te mogućnost da postanu konkurentne putem sigurnijeg, bržeg i transparentnijeg poslovanja. U posljednje vrijeme sve je više primjera upotrebe blockchain-a od strane raznih poznatih kompanija čiji su proizvodi i usluge poznati potrošačima diljem svijeta. S obzirom na trenutne afere koje se vežu uz vodeće kompanije na tržištu digitalnog oglašavanja, primjenom blockchain tehnologije uklonila bi se trenutna negativna pozornost koja prati industriju digitalnog marketinga te bi se omogućilo sigurno i transparentno korištenje digitalnih online kanala.
Abstract (english) Digital marketing is one of the most used forms of marketing today, while more and more marketing budget intended is for digital online advertising channels. In this paper are described the characteristics of digital marketing, its advantages and disadvantages, and who currently dominates on the online advertising market. Facebook and Google, as leading companies, have largely concentrated most of the activities that users take online today, and lately, there have been more and more affairs related to the misuse of personal information, fake news, and advertisers' dissatisfaction with the lack of transparency in marketing campaign results. In the central part of the paper is description, and overview of blockchain technology as well as examples of its use causes. Blockchain is a decentralized database which provides the possibility to transparently and efficiently record and store transactions and assets without the possibility of misuse. The goal of this paper is to identify the current and future impacts of blockchain technology on digital marketing, through its characteristics and use cases. Although various companies through blockchain technology offer solutions to occurred digital marketing problems, their business models are not widely used, and blockchain technology is most commonly associated with Bitcoin and investing in a volatile cryptocurrency market. Such a reputation has made it difficult for innovative companies to grow further and to be more competitive through their safer, faster, and more transparent business model. Recently, there are more and more examples of blockchain use by various well-known companies whose products and services are known to consumers around the world. Given the current affairs surrounding leading companies in the digital advertising market, the use of blockchain technology would remove the immediate negative attention which follows the digital marketing industry and allow users secure and transparent use of digital online channels.
Keywords
blockchain tehnologija
digitalni marketing
transparentnost podataka
internet
društvene mreže
Keywords (english)
blockchain technology
digital marketing
data transparency
internet
social media
Language croatian URN:NBN urn:nbn:hr:180:963525 Study programme Title: Marketing 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 2019-12-03 10:40:12
