University of Mostar, Faculty of Humanities and Social Sciences
Abstract
Marketinško komuniciranje podrazumeva primenu sredstava kojima organizacije na direktan ili indirektan način informišu, uveravaju i podsećaju potrošače na brendove koje im predstavljaju. Kao jedna od posledica ubrzanog razvoja informaciono-komunikacionih tehnologija i posledično promena u ponašanju potrošača, došlo je do potrebe da se marketinške aktivnosti digitalizuju. Razvojem digitalnih tehnologija došlo je do pojave novih prodajnih kanala proizvoda i usluga, ali i do temeljnih promena u tokovima marketinške komunikacije, s obzirom da su potrošači dobili centralno mesto u okviru marketinških aktivnosti. Ovome su posebno pridonele onlajn društvene zajednice, promenivši način pristupanja i prikupljanja informacija, te sticanja i deljenja saznanja o organizacijama, brendovima te njihovim proizvodima ili uslugama. S obzirom da je odrastanje pripadnika generacije ipsilon pratio intenzivan tehnološki razvoj, ova sociološka grupa pokazuje značajne preferencije ka generisanju i razmeni različitih vrsta informacija digitalnim putem. Stoga je u ovom radu dat pregled aktuelnih kretanja u razvoju marketinške komunikacije u svetu, ali i sprovedeno istraživanje s ciljem sticanja uvida u stavove i preferencije domaćeg auditorijuma u Srbiji u pogledu digitalne marketinške komunikacije.Marketing communication implies the usage of means by which organizations directly, or indirectly, inform, convince and remind consumers of the brands or products they represent. As one of the consequences of the accelerated development of information and communication technologies and consequently changes in the behavior of consumers, there has arisen a need for digitalization of marketing activities. Development of digital technologies has led to the emergence of new products and sales service channels, but also to fundamental changes in marketing communications flows, due to the fact that consumers were given a central place in marketing activities. Online social communities have especially contributed to the shifts in marketing communication by changing the way people access and collect information, as well as acquire and share knowledge about organizations, brands, and their products or services. Based on the fact that generation Y has grown up during the intense technological development, this sociological group has shown significant preferences towards generating and exchanging different types of information digitally. Therefore, this paper gives an overview of current trends in the development of marketing communication in the world, as well as a survey conducted to gain insight into the attitudes and preferences of the local auditorium in Serbia in terms of digital marketing communication
