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2020, vol. 51, br. 1, str. 34-42
Menjanje oblika digitalne marketinške komunikacije
Univerzitet Metropolitan, Fakultet za menadžment, Beograd

e-adresamilica.slijepcevic@metropolitan.ac.rs, gujanicaivana@yahoo.com, nenad.peric@metropolitan.ac.rs
Ključne reči: digitalne marketinške komunikacije; društveni mediji; novi trendovi; interaktivni sadržaj; marketing sadržajem
Sažetak
Autori ovog rada su analizirali trenutne i buduće tendencije digitalnih marketinških komunikacija (DMK). Digitalne komunikacije predstavljaju oblast u okviru koje se dešavaju brze i česte promene koje vode ka skraćivanju komunikacije između pošiljaoca i primaoca poruke, čime se proces komunikacije ubrzava i čini kompleksnijim. Kako bi opstale u dinamičnom okruženju, kompanije moraju biti vidljive i direktno povezane sa svojim ciljnim grupama. Štaviše, od vitalnog je značaja da dobro razumeju svoje digitalno okruženje i da su spremne da preduzmu proaktivne korake kako bi svoju marketinšku komunikaciju učinili uspešnom. Prihvatanje i primena novih trendova u oblasti digitalnog marketinga predstavlja prekretnicu u poslovanju organizacije. Evidentna je neophodnost proaktivnog pristupa promenama, jer će organizacije koje prve uvedu inovacije orijentisane na korisnike dobiti pažnju i prihode potrošača. Predstavljen je detaljan i koncizan pregled trenutne situacije i predviđanja budućih trendova, kako bi stručna i naučna javnost mogle da planiraju dalja istraživanja iz ove oblasti. Pregled izazova i mogućnosti sa kojima se susreće ovo inovativno područje pruža dragoceni uvid i pomaže u kreiranju uspešne strategije marketinške komunikacije.
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O članku

jezik rada: engleski
vrsta rada: pregledni članak
DOI: 10.5937/markt2001034S
objavljen u SCIndeksu: 24.06.2020.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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