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Online Marketing Audit
 Voráček, Jiří ; Pilař, Ladislav (advisor) ; Barbora, Barbora (referee)
This diploma thesis deals with online marketing at Alensa, s.r.o. (Ltd.) The first part of the thesis examines the basics of online marketing, including its tools. The next part analyses three foreign projects within Alensa, based on an online marketing audit. This thesis analyses all three websites by their traffic and their standing among their competitors. The next part of the thesis is devoted directly to the online marketing tools. These online marketing tools are discussed individually and with comments related to their values. SEO analysis was done from a technical perspective. The effectiveness of the website based on site usability and trustworthiness was also analysed. This dissertation aims to assess the current state of online marketing in Alensa and tries to reach a more general conclusion by analyzing three markets simultaneously. The conclusion of this thesis includes comments on all the results and proposes some recommendations to help the company to succeed in terms of online marketing.
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