Značaj digitalnog marketinga u procesu upravljanja odnosima sa potrošačima
The Importance of Digital Marketing in the Customer Relationship Management Process
Apstrakt
U savremenom privrednom ambijentu, jedna od najbrže rastućih delatnosti odnosi se na razvoj informacionih i komunikacionih tehnologija. Implikacije ovog procesa evidentne su u gotovo svim oblastima, među kojima je svakako i marketinška teorija i praksa. Upravo primena koncepta digitalnog marketinga za mnoga preduzeća predstavlja osnov diferencijacije na konkurentnom tržištu. Adekvatnim planiranjem aktivnosti nastupa posred-stvom digitalnih medija, kao i plasiranjem zanimljivih sadržaja u mnogome se olakšava pravovremena komunikacija sa potrošačima. Imajući u vidu da je savremeni potrošač izložen velikom broju svakodnevno dostupnih informacija, pred kreatore marketinških strategija postavlja se izazov uspostavljanja i održavanja dugoročnih odnosa. U radu je takođe istaknut značaj marketing metrika u ovoj oblasti, čije uspešno razumevanje doprinosi pravilnom vrednovanju marketinške kampanje i stvara mogućnosti za napredak i poboljšanje tržišne pozicije preduzeća.
Abstract
In the contemporary economic environment one of the fastest growing areas is the development of information and communication technologies. Implications of this process can be seen in almost all areas, among which there are also marketing theory and practice. For many companies the use of digital marketing concept is actually the basis of making a difference on the competitive market. Adequate activity planning of the presence in the digital media and placing of interesting contents, hugely facilitates timely communication with customers. Having in mind that the modern consumer is exposed to a considerable amount of daily available information, creators of marketing strategies are faced with the challenge of establishing and maintaining long-term relationships. This paper also highlights the importance of marketing metrics in this field, successful understanding of which contributes to proper evaluation of marketing campaigns and creates possibilities for making progress and improvement of the marketing position of the company.
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