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Search Engine Optimization and its Efficiency in Comparison with Pay-per-Click Advertising
Roudnický, Tomáš ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
The thesis is dealing with information technologies with an emphasis on the Internet, Internet marketing and its special regions of SEO, SEM and PPC, which mutual comparison makes the focal point of my work. The theoretical part is a successive analysis of the influences of the Internet marketing, SEM and SEO. Then, it states and explains the particular items the optimization of searchers is based upon. The following parts contain the analysis and questionnaires that are related to the region of the searchers. The theoretical part is concluded with an explanation of the principle of the PPC advertising systems and gives a description of the two most widely used ones -- Sklik and AdWords. The practical part starts with an application of the particular theoretical knowledge on the real examples of some websites. This is followed by two practical examples of websites (a standard one and an e-shop) that draw comparison between the PPC advertising and optimization of searchers. The evaluation at the end of the thesis shows the conditions worth using SEO, and, on the contrary, the cases when using of the PPC advertising campaigns would be more preferable. The desired outcome of my thesis would be to help assess the conditions when the right and quality SEO application is or is not the right choice among the other brands of Internet marketing; and give an example of how cheaper (or more expensive) than the PPC advertising campaigns the optimization could be.
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Practice Application of Municipal Marketing
Vlachová, Jana ; Luštický, Martin (advisor) ; Novák, Michal (referee)
The thesis analyses together used instruments of marketing communication mix of town Pelhřimov. These instruments are evaluated from the view of informing and linking of citizens into the decision-making process in the public service. By Questionnaire investigation the thesis recognizes the effectivity of marketing instruments and their impact on target groups of inhabitants of the town. It also identifies possible communication barriers and gathers suggestions for new forms of communication. On the basis of the synthesis of found facts it puts before measures for improving of current status of marketing communication of town Pelhřimov.
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The Influence of Cultural Differences on Webdesign
Veselý, Jindřich ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
The work deals with the current burning issue of cultural differences. These issues relate to the expression of culture and one's home country within the mediums of the Internet and online communication. Based on the research of previous studies, this work aims to demonstrate the influence of cultural dimensions in web design and content. In a sample of the largest beer producers in the Czech Republic, Japan and Great Britain supplemented with the largest international brewing companies are analyzed components which characterize cultural differences. The main scope of this study is based on assumptions and theories according to G. Hofstede and E. T. Hall. It thus demonstrates the influence of culture and dimensions -- Collectivism/Individualism, Power Distance, Uncertainty Avoidance, High/Low Context, Masculinity/Femininity, Time Orientation and Colour symbolism. It is recommended that companies pay more attention to the cultural adaption of web communication, which can bring more clarity and attractiveness, and also a higher added value to the customer himself.
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Analysis of the Consumer Behaviour on Web
Charvát, Michal ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
The goal of the thesis is to analyze the behaviour of Faculty of Management website users and to formulate on its grounds the recommendations leading to increase of website usability and conversion statistics. The tool used in the thesis for this purpose are the heatmaps, in particular these two variants - mouse-tracking heatmaps and predictive heatmaps. The theoretical part describes the different types of heatmaps, their position within the framework of the web analytics and the principles of working with them. The content of the practical part is formed by the analysis of seven specific web pages and a recommendation for their optimization.
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Viral Marketing and Academic Institution
Koktová, Silvie ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
This bachelor thesis examines modern and constantly developing kind of internet marketing -- the so called viral marketing. It deals with its origin, principle, process, advantages and disadvantages, types of viral marketing and presumptions of creating successful viral campaign. The aim of the theoretical part is especially the understanding of viral marketing as one of the effective instruments of contemporary marketing. In this theoretical part the thesis also elaborates a marketing school management and what creates the base for the practical part. The practical part focuses on research of usage of viral marketing in the area of academic management. The thesis includes proposal for creating a viral campaign, which could be put to use for admission procedure for the Faculty of Management in Jindřichův Hradec.
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Callcentrum System Management in a chosen Firm
Guzi, Jan ; Černý, Jan (advisor) ; Novák, Michal (referee)
This thesis deals with operational management of an inbound call center and planning necessary work capacities. Company BEZREKLAMKY Ltd. established its own inbound call center, as a reaction to the dissatisfaction with the services of an external service provider and it is necessary to properly optimize operational capacities and human resources necessary to serve 5 to 7 thousand customer callers per month. Practical part of the thesis - planning of the workforce capacity, scheduling the shifts and planning the opening hours of the inbound call center - works with a rather extensive theoretical platform, which brings new views of operations management inbound call centre and also works with the internal and external surveys related to the functionality of newly established inbound call centre. Conclusions made on the basis of the theoretical part were applied directly to the planning and operational management of the inbound customer call centre. This thesis helped applied over 25 conclusions for the studied inbound call centers. The goals, which the company set out to fulfill, while planning the new department, are then partly validated via models of system dynamics and in the last section of the thesis reflects on the extent to which these goals are feasible.
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