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Marketingová Strategie YouTube v České republice
Hurychová, Andrea ; Král, Petr (advisor) ; Tisovski, Marija (referee)
The goals of the thesis are to present YouTube in the Czech Republic, to discuss its entire business model, analyze the main local competitors and mostly to suggest marketing strategy that will strengthen the position of YouTube as an online medium. The current trends in the internet society are introduced as well as the role of social media in order to understand how these factors are related to the position of YouTube in marketing. From general YouTube introduction the situation of this platform in the Czech market is analyzed. Based on this deep analysis, the key factors that should be taken into account in the Czech YouTube marketing strategy will be discussed.
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Analysis of selected online marketing tools for IT start-up company on global market
Hubková, Tereza ; Stříteský, Václav (advisor) ; Hurychová, Andrea (referee)
The main focus of this diploma thesis is on the analysis of selected online marketing tools for IT start-up company on global market. In the beginning, the thesis discusses the importance of internet in nowadays marketing and also introduces the selected online marketing tools with closer look at online advertising, social media, online PR, online direct marketing and sales promotion on the internet. It also touches options of measuring and evaluating efficiency of these instruments. Further on, it describes specifics of online marketing in perspective of local markets. Practical part of the thesis starts with introduction of the selected global IT start-up company, its competitors and then focuses on its marketing communication in detail. It elaborates on channels used to access company's website and make conversions. It also offers in-depth evaluation of online advertising and activities on social medias. The final part of the thesis depicts list of practical recommendations for further online marketing communication, which are based on previous analyses. These recommendations can be used also for other companies focusing on online marketing in global environment.
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