Development of the internet conditioned the evolution of marketing. Nowadays, organizations have relocated their marketing activities on the internet, so digital marketing comes into focus, as the most influential branch of marketing. A progress of digital marketing activities established the appearance of different digital marketing elements, among which social media marketing becomes more prevalent. Social media marketing is an inevitable element of digital marketing strategy and nowadays business. In order to complement social media marketing activities, graphic design is used as a crucial part of a content strategy. This paper focuses on the importance of effective visual content for social media and the usage of different tools that can facilitate and improve its creation. Social media users interact with visual content. In order to achieve higher engagement, social media posts are enriched with compelling visuals. Social media have become a real field for competition in terms of creating competitive content and attracting more users’ attention. The aim of this paper is to analyze the effectiveness of online graphic design tools that are used for creating visual content adapted to the requirements of communication on social networks. Given the importance of visuals in social media marketing, an abundance of tools are created with different features in order to support content design. These online platforms offer complete customization options, a wide range of different editing tools and templates and diverse functionalities. Visual content, through social media platforms, boosts user awareness of existing brands and makes it easier for users to associate with the organization. Through a relevant literature review in the field of social media marketing, the importance of visual elements and graphic design in online marketing communication is emphasized. In addition, this paper provides a comparative analysis of the most commonly used online tools and platforms that provide graphic design solutions and increase the effectiveness of online marketing campaigns.

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Oblast: INŽENJERSKI MENADŽMENTKratak sadržaj -Učestala upotreba interneta u obrazovanju uslovila je promenu procesa prenošenja znanja i istraživanja u velikoj meri. Samim nastankom interneta, dogodile su se promene u sferi marketinga, te pored dosadašnjeg tradicionalnog marketinga, nastaje internet marketing i velikom brzinom uzima primat u odnosu na sve dosadašnje načine oglašavanja. Cilj ovog rada jeste da istakne značaj, ulogu i prednosti internet marketinga, ali i njegovu primenu u visokom obrazovanju, sa posebnim akcentom na benefite primene alata internet marketinga u visokoškolskim ustanovama U radu su analizirani najbolji strani i domaći univerziteti i njihova primena onlajn alata internet marketinga. Ključne reči: visokoškolske ustanove, obrazovanje, internet, internet marketing, alati internet marketinga Abstract -The frequent use of the internet in education has led to a significant change in the process of transferring knowledge and research. With the emergence of the Internet, the sphere of marketing has been changed and in addition to the traditional marketing, Internet marketing emerged and with great speed takes superior position over all previous forms of advertising. The aim of this paper is to emphasize the importance, role and advantages of internet marketing, as well as its application in higher education, with particular accent on the benefits of using internet marketing tools in higher education institutions. The paper analyses the best foreign and domestic universities and their use of internet marketing tools.

The consequences of the global pandemic have accelerated the digital transformation and created a new business environment. Adapting to the circumstances, brands have shifted their communication and sales on the online channel. Despite the growth of online shopping, the inability to test products is known to be one of the main obstacles to choosing this channel. Limited access to stores during the pandemic has forced brands to choose alternative ways to display and test products. Creating business models based on virtual technologies is recognized as a chance to engage consumers in the era of pandemic marketing, when the importance of digital experiences is growing. In such conditions, the tool that enables virtual try-on, supported by augmented reality (AR) technology, has experienced expansion. The paper analyzes the usage of AR technology and its virtual try-on function. An overview of virtual solutions in different industries is given. In addition to the utilitarian, hedonistic value of interaction with such tools is also recognized, making the virtual try-on feature more than a pandemic trend.