INTERNET TOOLS IN COMMUNICATION DEVELOPMENT ROLE OF SMALL AND MEDIUM ENTERPRISES IN CROATIA

The paper emphasizes the importance of using online tools in communication development role of small and medium sized Croatian enterprises. Technology currently moves at a rapid pace that can be difficult to follow, but it is important, and even essential, that the enterprises implement and keep track with the new technological possibilities and strategic approaches to be competitive in a global economy. In modern economy, it is crucial for enterprises to change business models and adopt new techniques because of new consumer behavior in a digital age. To stay relevant enterprises, need to adapt their marketing approaches, where understanding and application of information and knowledge become a key to success. The research is focused on how small and medium sized enterprises in Croatia are considering the importance of technological changes, and are they giving enough attention to the changes in business that need to be done. The focus in the research is on internet tools usage in developing marketing communication with emphasis on Google products. It was meant to measure the level of knowledge, understanding, and willingness to learn and embrace a new form of communication to reach potential customers. An online survey was carried out and a questionnaire was sent to 1500 small and medium sized enterprises in Croatia, with 275 of them being filled it out. Results of the research gave insight about current usage of internet tools, reasons for not using internet tools, which tools are being used the most, and knowledge about customer behavior regarding information gathering and shopping online.