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undergraduate thesis
UTJECAJ BLOCKCHAIN TEHNOLOGIJE NA DIGITALNI MARKETING
Zagreb: Zagreb School of Business, 2019. urn:nbn:hr:180:963525
Tepeš Rafaj, Dominik
Zagreb School of Business

Cite this document

Tepeš Rafaj, D. (2019). UTJECAJ BLOCKCHAIN TEHNOLOGIJE NA DIGITALNI MARKETING (Undergraduate thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:963525

Tepeš Rafaj, Dominik. "UTJECAJ BLOCKCHAIN TEHNOLOGIJE NA DIGITALNI MARKETING." Undergraduate thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:963525

Tepeš Rafaj, Dominik. "UTJECAJ BLOCKCHAIN TEHNOLOGIJE NA DIGITALNI MARKETING." Undergraduate thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:963525

Tepeš Rafaj, D. (2019). 'UTJECAJ BLOCKCHAIN TEHNOLOGIJE NA DIGITALNI MARKETING', Undergraduate thesis, Zagreb School of Business, accessed 16 April 2024, https://urn.nsk.hr/urn:nbn:hr:180:963525

Tepeš Rafaj D. UTJECAJ BLOCKCHAIN TEHNOLOGIJE NA DIGITALNI MARKETING [Undergraduate thesis]. Zagreb: Zagreb School of Business; 2019 [cited 2024 April 16] Available at: https://urn.nsk.hr/urn:nbn:hr:180:963525

D. Tepeš Rafaj, "UTJECAJ BLOCKCHAIN TEHNOLOGIJE NA DIGITALNI MARKETING", Undergraduate thesis, Zagreb School of Business, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:180:963525

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Metadata
TitleUTJECAJ BLOCKCHAIN TEHNOLOGIJE NA DIGITALNI MARKETING
Title (english)The effect of block chain technology on digital marketing
AuthorDominik Tepeš Rafaj
MentorOliver Hip (mentor)
Committee memberŽeljka Zavišić (predsjednik povjerenstva)
Committee memberDorotea Milas (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2019-10-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Information Systems and Information Science
Abstract
Digitalni marketing jedan je od najzastupljenijih oblika marketinga danas te se sve više budžeta, namijenjenih za marketinške aktivnosti, preusmjerava na digitalne online kanale oglašavanja. U radu su opisane karakteristike digitalnog marketinga, njegove prednosti i nedostaci te tko trenutno dominira na tržištu online oglašavanja. Facebook i Google kao vodeće kompanije uvelike su koncentrirali većinu radnji koje danas korisnici vrše putem interneta te se u posljednje vrijeme pojavljuje sve više afera vezanih uz zloupotrebu osobnih podataka, pokušaja utjecanja na mišljenja korisnika putem lažnih vijesti te nezadovoljstvo oglašivača zbog nedovoljno transparentnih rezultata marketinških kampanji. U središnjem djelu rada nalazi se opis i pregled blockchain tehnologije kao i primjeri njene upotrebe u poslovanju. Blockchain (lanac blokova) je decentralizirana baza podataka čijom se primjenom mogu na transparentan i efikasan način bilježiti i pohraniti zapisi o transakcijama i imovini, bez mogućnosti njihove zloupotrebe. Cilj ovog rada je utvrditi trenutne i buduće utjecaje blockchain tehnologije na digitalni marketing, kroz njene karakteristike i primjenu u trenutnom poslovanju. Iako razne tvrtke, putem blockchain tehnologije nude rješenja za trenutne probleme u digitalnom marketingu, njihovi poslovni modeli nemaju široku upotrebu te se popularnost blockchain tehnologije najčešće veže uz Bitcoin i investiranje u nestabilno tržište kriptovaluta. Takva reputacija otežala je inovativnim tvrtkama njihov daljnji razvoj te mogućnost da postanu konkurentne putem sigurnijeg, bržeg i transparentnijeg poslovanja. U posljednje vrijeme sve je više primjera upotrebe blockchain-a od strane raznih poznatih kompanija čiji su proizvodi i usluge poznati potrošačima diljem svijeta. S obzirom na trenutne afere koje se vežu uz vodeće kompanije na tržištu digitalnog oglašavanja, primjenom blockchain tehnologije uklonila bi se trenutna negativna pozornost koja prati industriju digitalnog marketinga te bi se omogućilo sigurno i transparentno korištenje digitalnih online kanala.
Abstract (english)
Digital marketing is one of the most used forms of marketing today, while more and more marketing budget intended is for digital online advertising channels. In this paper are described the characteristics of digital marketing, its advantages and disadvantages, and who currently dominates on the online advertising market. Facebook and Google, as leading companies, have largely concentrated most of the activities that users take online today, and lately, there have been more and more affairs related to the misuse of personal information, fake news, and advertisers' dissatisfaction with the lack of transparency in marketing campaign results. In the central part of the paper is description, and overview of blockchain technology as well as examples of its use causes. Blockchain is a decentralized database which provides the possibility to transparently and efficiently record and store transactions and assets without the possibility of misuse. The goal of this paper is to identify the current and future impacts of blockchain technology on digital marketing, through its characteristics and use cases. Although various companies through blockchain technology offer solutions to occurred digital marketing problems, their business models are not widely used, and blockchain technology is most commonly associated with Bitcoin and investing in a volatile cryptocurrency market. Such a reputation has made it difficult for innovative companies to grow further and to be more competitive through their safer, faster, and more transparent business model. Recently, there are more and more examples of blockchain use by various well-known companies whose products and services are known to consumers around the world. Given the current affairs surrounding leading companies in the digital advertising market, the use of blockchain technology would remove the immediate negative attention which follows the digital marketing industry and allow users secure and transparent use of digital online channels.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:963525
Study programmeTitle: Marketing management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
RepositoryRepository ZSB
Created on2019-12-03 10:40:12

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