Implementation of digital marketing in creating a competitive advantage of a company

Abstract

Rad se bavi analizom digitalnog marketinga kao alata u stvaranju konkurentne prednosti poduzeća. Kroz sami pristup radu i obrađenoj temi, uočeno je kako se promijenio način pristupa potrošačima kroz poslovnu komunikaciju. Digitalni marketing nam ujedno predstavlja dolazak do ciljane publike, odnosno razmjene informacija, dvosmjerne komunikacije, a prije svega, dovodi do jačanja brenda, a to je ujedno i svakoj organizaciji/poduzeću bitan iskorak. Usporedba s tradicionalnim marketingom naglašava prednosti fleksibilnosti, nižih troškova i globalnog dosega digitalnih kanala. Poseban naglasak stavljen je na trendove poput korištenja umjetne inteligencije i suradnje s influencerima, kao i pravne i etičke izazove vezane za prikupljanje podataka. Kroz studije slučaja Coca-Cole i Nike-a prikazano je na koje načine primjenjuju strategije kako bi se globalno istaknuli, koristeći društvene mreže, kreativne komunikacije s potrošačima i rad kroz njihove kampanje. Provedena anketa prikazuje povjerenje poduzeća u digitalni marketing. Drugim riječima, zaposlenici pojedinih poduzeća, kroz anketu su pokazali pozitivne rezultate.The paper deals with the analysis of digital marketing as a tool in creating a competitive advantage of companies. Through the very approach to work and the topic addressed, it was noticed how the way of access to consumers through business communication has changed. Digital marketing also represents reaching our target audience, i.e. exchange of information, two-way communication, and above all, leads to brand strengthening, and this is also an important step forward for every organization/company. Comparison with traditional marketing highlights the benefits of flexibility, lower costs and global reach of digital channels. Special emphasis was placed on trends such as the use of artificial intelligence and collaboration with influencers, as well as legal and ethical challenges related to data collection. The Coca-Cola and Nike case studies show how they apply strategies to excel globally, using social media, creative communications with consumers and working through their campaigns. The survey shows companies’ confidence in digital marketing. In other words, employees of certain companies, through the survey, showed positive results