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Title:Razvoj digitalnega marketinga v državah v razvoju : diplomsko delo visokošolskega strokovnega študijskega programa prve bolonjske stopnje Spletne in informacijske tehnologije
Authors:ID Makovec, Ana (Author)
ID Merc, Peter (Mentor) More about this mentor... New window
ID Mertik, Matej (Comentor)
Files:.pdf Makovec_Ana_dd_2025.pdf (1,08 MB)
MD5: 35BC6569F088AD89A1BEE22E9102F274
 
Language:Slovenian
Work type:Bachelor thesis/paper
Typology:2.11 - Undergraduate Thesis
Organization:UAMEU - Alma Mater Europaea University
Abstract:Diplomsko delo proučuje razvoj digitalnega marketinga v državah v razvoju s pomočjo analize podatkov WorldBank.org za obdobje 2000–2024. Raziskava naslavlja dve ključni raziskovalni vprašanji: dostopnost svetovnega spleta v državah v razvoju in razlike v digitalnih marketinških trendih v primerjavi z razvitimi državami. Analiza razkriva, da je pokritost internetnega dostopa v državah v razvoju še vedno nižja od razvitih držav, vendar se digitalni razkorak hitro zmanjšuje, zlasti na področju mobilnih tehnologij. Mobilna penetracija v državah v razvoju je dosegla ali celo presegla raven razvitih regij, kar kaže na fenomen »preskakovanja« fiksne infrastrukture. Študija ugotavlja bistvene razlike v digitalnih marketinških trendih med regijami. Države v razvoju se bolj osredotočajo na mobilne platforme, prilagajajo strategije lokalnim kulturnim in ekonomskim kontekstom ter kažejo večjo dinamiko rasti novih uporabnikov. Demografski podatki prikazujejo, da regije z višjo rastjo prebivalstva predstavljajo rastoče trge z velikim potencialom za digitalni marketing. Raziskava poudarja potrebo po prilagojenem pristopu k digitalnemu marketingu, ki presega preprosto prenašanje strategij iz razvitih trgov. Uspešne globalne blagovne znamke morajo razviti inovativne, kontekstualno specifične strategije, ki upoštevajo edinstvene značilnosti digitalnih ekosistemov v državah v razvoju.
Keywords:digitalni marketing, države v razvoju, mobilna penetracija, digitalni razkorak, internetna dostopnost
Place of publishing:Maribor
Place of performance:Maribor
Publisher:A. Makovec
Year of publishing:2025
Year of performance:2025
Number of pages:41 str.
COBISS.SI-ID:282255875 New window
UDC:339.138:004.738.5(1-773)(043.2)
Publication date in ReVIS:19.06.2026
Views:19
Downloads:0
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Secondary language

Language:English
Abstract:This thesis examines the development of digital marketing in developing countries through analysis of WorldBank.org data for the period 2000-2024. The research addresses two key research questions: internet accessibility in developing countries and differences in digital marketing trends compared to developed countries. The analysis reveals that internet access coverage in developing countries remains lower than in developed countries, but the digital divide is rapidly narrowing, particularly in mobile technologies. Mobile penetration in developing countries has reached or even exceeded the level of developed regions, indicating a "leapfrogging" phenomenon of fixed infrastructure. The study identifies significant differences in digital marketing trends between regions. Developing countries focus more on mobile platforms, adapt strategies to local cultural and economic contexts, and show greater dynamics in new user growth. Demographic data shows that regions with higher population growth represent emerging markets with great potential for digital marketing. The research emphasizes the need for a tailored approach to digital marketing that goes beyond simply transferring strategies from developed markets. Successful global brands must develop innovative, contextually specific strategies that account for the unique characteristics of digital ecosystems in developing countries.
Keywords:digital marketing, developing countries, mobile penetration, digital divide, internet accessibility


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