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2020, br. 52, str. 217-228
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Sinteza između digitalnih marketinških strategija i strategija u igri šah
Synthesis between digital marketing strategies and chess strategies
Sažetak
Razvoj digitalnih tehnologija i pojava novih digitalnih alata omogućila je mnogim kompanijama da efikasnije posluju, komuniciraju i grade imidž svojih brendova u umovima svojih potrošača. Međutim, na tržištu koje karakteriše velika konkurencija, kompanije su suočene sa konstantnom potrebom da svoje digitalne marketinške strategije konstantno unapređuju, kako bi uopšte opstale. Mnogo je primera iz prakse u kojima su organizacije koristile strategije iz šaha, koje su se razvijale stotinama godina, kako bi nadmudrile svoje konkurente na tržištu. Moguće je povući paralelu između strategija ove drevne društvene igre i poslovnog okruženja, a saznanja i iskustva profesionalnih igrača šaha, mogu pomoći i marketinškim stručnjacima da osvoje konkurentku prednost na tržištu i ostvare svoje poslovne ciljeve i u digitalnom okruženju. Ovaj rad nastoji da istraži i analizira mogućnosti implementacije strategija koje se koriste u igri šah u oblast digitalnog marketinga i da predoči eventualne benefite koje marketari i kompanije mogu imati od implementacije ovih strategija u savremeno poslovno okruženje. Cilj rada je da prikupi i analizira informacije iz postojeće stručne literature o mogućnostima povezivanja šahovskih i digitalnih marketinških strategija i da ponudi nova rešenja marketinškim stručnjacima i kompanijama, koja im mogu pomoći da unaprede svoju komunikaciju sa potrošačima, ostvare emocionalnu interakciju, ali i kreiraju bolji imidž svojih brendova.
Abstract
The development of digital technologies and the emergence of new digital tools has enabled many companies to operate, communicate and build the image of their brands more efficiently in the minds of their consumers. However, in a market characterized by high competition, companies are faced with a need to constantly improve their digital marketing strategies in order to survive at all. There are many practical examplesin which organizations have used chess strategies, which have been developed for hundreds of years, to outsmart their competitors in the market. It is possible to draw a parallel between the strategies of this ancient social game and the business environment, and the knowledge and experience of professional chess players can also help marketing professionals gain a competitive advantage in the market and achieve their business goals in the digital environment. This paper seeks to explore and analyze the possibilities of implementing strategies used in the game of chess in the field of digital marketing and to present the possible benefits that marketers and companies can have from the implementation of these strategies in the modern business environment. The aim of this paper is to collect and analyze information from the existing academic literature on the possibilities of connecting chess and digital marketing strategies and to offer new solutions to marketing experts and companies, which can help them improve their communication with consumers, achieve emotional interaction and create a better image of their brands.
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