MASTER’S DEGREE:
INCREASING THE EFFICIENCY AND PERFORMANCE IN SMALL BUSINESSES THROUGH ONLINE ADVERTISING

Abstract

The introduction chapter gives an overview of the importance of the online advertising in Slovenia and throughout the world, as well as exposes its importance for the entrepreneurship as such.

Further on, thesis focuses on the internet marketing, including web site strategy planning, internet marketing plan, internet sales models and how to integrate that into the marketing process of a company as a whole. By that, the importance of the measuring the efficiency of the online advertising, together with the analyses of the marketing campaigns is stressed out, especially for the small and medium sized enterprises.

The main part of the thesis deals with the results of the survey, that was carried out in December 2011 among micro, small and medium sized enterprises (MSMEs) in Slovenia. The survey has shown a lack of understanding of the online advertising, but at the same time a great awareness of its influence on a successful business. Additionally, it has given the information on the level of the use of online marketing among MSMEs, which is below the European average and it has shown the diversification of usage of different modes of online advertising, among which search engine marketing is still the most widely used.

According to the survey MSMEs invest relatively small proportion of resources into online advertising, obviously due to lack of trust, which is still present. That shows a low level of understanding of the issue. On the other hand, it is possible to conclude, that wrong approach often causes the exceeded budget for the online marketing, without reaching the expected goals.

Lastly, the results of the survey have also shown how and where MSMEs advertise and what are their main mistakes, when using online advertising.

Keywords

online advertising, search engine marketing, internet marketing plan, small businesses, search engine optimization, research, efficiency, performance, pricing models, online business

 

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