Global market and demanding consumers; Customer-centricity; Marketing in the economics of experience are just some of the topics covered in the education that in collaboration with Culmen d.o.o. organized by Enter Koprivnica d.o.o. The workshop was organized on April 8, 2021, and was led by Lucija Zvonar. "People often have the wrong perception of marketing, and identify it with advertising, which narrows its meaning, which is much more complex," she said.

At the workshop itself, participants were able to define digital marketing goals for their businesses, learn what the characteristics of a good website are, learn more about social media, email and content marketing. They were also introduced to useful tools such as Bitly, Canva, Remove.bg and Small PDF with which they can facilitate the creation of marketing campaigns.

The importance of being present on social networks and using digital tools was especially shown during the COVID-19 pandemic. Thus, data from 2020 show that social networks were used by 3.96 billion people, of which 3.91 billion via mobile phones. The average number of hours a day users spent online was 6 hours and 42 minutes and 50% of women and 45% of men between the ages of 16 and 24 used social media when looking for more information about brands. Data from the DataReportal portal speaks in favour of how important it is for creating a brand to be present through digital media.

At the very end of the workshop, they were given the opportunity to define a plan of digital marketing activities for their company and analyze the definition with the lecturer.

The project ECOS4IN is funded by the Interreg CENTRAL EUROPE Program and co-financed by the European Regional Development Fund.