Naslov
The role of digital marketing and marketing agencies in modern business

Autori
Lacković, Ivana ; Ferenček, Eugen

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), ostalo

Izvornik
INTERDISCIPLINARY MANAGEMENT RESEARCH XIV IMR 2018 / - Osijek : Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek Croatia, Postgraduate Doctoral Study Program in Management, 2018, 1276-1289

Skup
14th International Conference on Interdisciplinary Management Research (IMR 2018)

Mjesto i datum
Opatija, Hrvatska, 18.05.2018. - 20.05.2018

Vrsta sudjelovanja
Pozvano predavanje

Vrsta recenzije
Recenziran

Ključne riječi
relationship marketing, digital marketing, company differentiation, benefit from using a marketing agency service

Sažetak
Relationship marketing is a business imperative of the future based on communication and continuous cooperation. Today’s marketing is in need of digi- tal support in order to satisfy modern market’s desires. Consumer behaviour trends and dynamic market require a specific e-approach to creating and delivering business activities: interactive communication with consumers, managing databases and information, personalized approach to consumers and integrated communication management, which requires specific know-how, therefore, marketing agencies’ services are often used. Companies invest their budget in digital channels due to various benefits: results achieved, measurability, interactive communication - hence the importance of digital marketing integration in business - digital marketing provides value. The purpose of this paper was to research the role of digital marketing and agencies in modern business. As an important link between consumers and companies - agencies are involved in the process of creation and execution of creative concepts and activities in cooperation with its clients (companies). The results of aforementioned campaigns are also monitored and structured depending on client requests and needs, which are then analysed and presented, allowing companies to differentiate from its competitors - ultimately resulting in goal achievement. The study was conducted through a personal interview with the CEOs of two marketing agencies along with SWOT analyses. The results are an indication for further research of marketing agencies in Croatia. The results indicate an important role of agencies in the modern business, in terms of financial profitability when engaging experts for the campaign and expertise in creating the concept and implementation of strategies and activities - as basic benefits. Trends are in a state of constant change due to evolving technology and creative solutions that digital marketing offers, so we are seeking new know-how. Therefore, agencies are an important economic factor since they create new jobs for experts in respective fields. The quality of the agency delivered service directly affects the company’s success through the better satisfaction of consumer’s needs, which brings to the conclusion that they affect market relations and society.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Interdisciplinarne društvene znanosti

POVEZANOST RADA