Analiza zastupljenosti oglašavanja putem Interneta u organizacijama u Srbiji

Abstract

Razvoj novih tehnologija i ubrzano povećanje broja korisnika Interneta uslovili su svuda u svetu promene u kreiranju marketinških kampanja. U Velikoj Britaniji potrošnja za oglašavanje na Internetu sa učešćem od 26% premašuje potrošnju za oglašavanje na televiziji, a u mnogim zemljama ova brojka već prevazilazi štampane medije. U Srbiji pak, sa učešćem od 3,5%, ukupna investicija u oglašavanje na Internetu je na veoma niskom nivou. Upravo iz tog razloga, ovaj rad ima za cilj da se istraživanjem ispitaju stavovi domaćih marketing profesionalaca o Internet oglašavanju, uz poseban osvrt na analizu svih uzročnika koji inhibiraju povećanje korišćenja Interneta u marketinške svrhe. Ceo rad biće koncipiran u tri glavne celine: U prvoj će biti ispitano kako je tekao proces razvoja Interneta u razvijenim zemljama i u kojem je stepenu je Internet korišćen za oglašavanje. Biće analizirana i teorijska i praktična saznanja vezana za uzročnike otpora i sveukupne stavove prema oglašavanju putem Interneta. U drugom delu rada biće predstavljena metodologija istraživanja za koju je planirano da obuhvati istraživanje u formi intervjua, na uzorku koji čine direktori marketinga velikih marketinških agencija i kompanija koje imaju značajne marketinške budžete i posluju na prostorima Srbije. U finalnom delu biće predstavljeni rezultati istraživanja, dati predlozi za buduća istraživanja i predstavljeni zaključci iz dobijenih rezultata.

One of the main current topics, not just among business professionals and practitioners but also among the general population, is rapid growth of modern technologies and Internet and their influence on everyday life. In the UK advertising spend on the Internet with a share of 26% exceeds the advertising spend on television and in many countries the figure already exceeds the print media. In Serbia, however, with a share of 3.5%, the total investment in advertising on the Internet is very low. For this reason, this paper aims to examine the attitudes of local research professionals on Internet marketing advertising, with special emphasis on analyzing the causes that inhibit the increase of internet use for marketing purposes. The whole work will be divided into three main parts: The first in which it will be investigated how Internet has been developing and the degree to which the Internet was used for advertising. The theoretical and practical knowledge related to the causes of resistance, and overall attitudes toward advertising on the Internet will be analyzed. In the second part we present the methodology of the research intended to represent research in form of interview, on sample consisting of marketing directors of the big advertising agencies and companies with significant advertising budgets. In the final part the research results will be presented together with suggestions for future research.