Digital marketing implementation and consumer reactions to it

Members of the project team:
Prof. Ana Štambuk – EFRI
Prof. Barbara Culiberg – FELU, Slovenia
Prof. Jasmina Dlačić – EFRI
Prof. Maja Vujičić – EFRI
Jelena Ivanović – PhD student EFRI
Nina Grgurić Čop – EFRI, PhD student FELU
Jure Fuzul – PhD student EFRI
Ivan Smolić – PhD student EFRI


Abstract:
SMEs typically apply digital marketing, but they mainly use limited resources, focusing on social media marketing, using it for promotional purposes only, not for marketing management. For this reason, digital marketing has limited effects. The purpose of the research is to determine how digital marketing and its tools can be useful to business entities by determining how consumers react to individual tools and by analyzing customer feedback collected via digital channels. The research contribution will be advices which will provide businesses knowledge how to focus their limited resources on the most effective digital marketing management. To achieve the purpose, 5 separate, qualitative and quantitative empirical data gatherings are planned. Mainly primary data will be collected by interviewing influencers and business entities, and by surveying consumers, but also secondary data will be gathered by content analysis of web sites.


Key words: digital marketing, digital advertising, social media marketing, online reviews, influencers