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Marketing strategy of the e-commerce fotodekorace.cz
Vlčková, Simona ; Stříteský, Václav (advisor) ; Vávra, Oldřich (referee)
The thesis is analysing methods of increasing the visit rate of the internet shop fotodekorace.cz, especially it is concerned about the utilities of the internet marketing. The aim of the master's thesis is, on the basis of undertaken analysis suggest internet marketing strategy of this particular internet project, which should lead to an increase in sales. The premises of the thesis is to analyse the effectively of online marketing activities. One of the outcomes is the outline of the effective optimized advertising campaign in search engines. The master's thesis is relying mainly on mentioned theoretical project, which is subsequently applied. At the end there are formulated advices for the future development of the internet shop, which should be beneficial for the following increase in the potential of the website.
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Optimalization and Promotion of Web Presentation via Internet
Šetek, Martin ; Molnár, Zdeněk (advisor) ; Svoboda, Jiří (referee)
This thesis is about complex search engine optimalization (SEO) of web presentations and its promotion within advertising campaigns which are based on pay-per-click (PPC) system. Theoretical pieces of knowledge are obtained from scientific sources, especially from the knowledge of the author (writer). The purpose of this thesis is to analyze available methods and progresses in sphere of optimalization of web presentation and its effective promotion. The thesis is separated into three main parts to achieve these goals (aims) above: introduction of problemacy, analyses of particular methods and progresses of optimalization of web presentation and research of effectiveness available PPC systems in the Czech Republic. The main contribution of the thesis is the research relevant to comparison of analyses and effectiveness of PPC systems.
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Entrepreneurship Purpose and Realization within the Domain of Czech Internet
Zimák, Radek ; Bruckner, Tomáš (advisor) ; Burkoň, Lukáš (referee)
This diploma work deals with specific business concept and with possibilities of a company promotion on the Internet. The theoretical segment contains a survey of the Internet business models and a synopsis of current individual forms of promotion used on the Internet. There are described advantages and disadvantages of banner advertising, contextual advertising, email marketing, search engine marketing (SEM), social networks and affiliate marketing. The final part of theoretical section of the thesis is dedicated to the possibilities of propagation efficiency measurements. Practical part of the diploma work introduces author's own business concept and its business model. The description of specific methods of propagation realized in congruence with the noted business concept follows.
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Techniques of search engine optimization and its results
Rybička, Josef ; Sklenák, Vilém (advisor) ; Mach, Jan (referee)
This thesis is deals with optimizing websites for search engines, as an essential process in the development of modern web projects. The thesis focuses on the basic techniques that are used to increase the visit rate resulting from natural search engines. The main aim is to show the impact of SEO techniques on the visit rate and the positions in search engines after application to a webiste. This will be achieved by modifying or creating of a new website in accordance with modern SEO techniques. Optimization results will be measured using tools like Google Analytics and AWStats. The thesis is divided into two parts -- theoretical and practical. The teoretical one (Chapters 1 and 2) is aimed at the introduction to SEO and describes the basic techniques used in optimization. In the practical part (Chapters 2 and 3) some of these techniques are applied to specific web projects and their results are evaluated as well. The practical part also includes a description of the implementation of certain procedures by using CSS and PHP.
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Planning, development and promotion of B2C online shop
Hajduček, Peter ; Pavlíček, Antonín (advisor) ; Hlinka, Filip (referee)
The purpose of this Bachelor Thesis is to provide complex view at the planning, development and promotion of internet shopping. With increased competitive battle among the shops the web page quality and its promotion is more and more important for the success of the business. The core point is the keywords analysis, search engine optimization and promotion on social networks. This Bachelor Thesis is broken down to few main chapters. The introduction and brief analysis of the most successful shops worldwide and in Czech Republic is at the beginning. Gradually I pay attention to the keywords analysis, design of web site map and preparation of content wording. Then there is a chapter on usability and accessibility of web pages and an overview of the internet shop technical solution options. After the web page is launched I analyze the marketing on search engines, marketing on social networks and other online marketing options. The final chapter of theoretical part is focused on campaign assessment through Google Analytics tool. Practical part of the Bachelor Thesis is the application of recommended procedures to own online shop with sport shoes - Footshop. This online shop was being established as the real project during development of this thesis.
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Analysis and evaluation of the use of SEM and SEO in the case of internet commerce
Smetana, Jakub ; Raška, Ondřej (advisor) ; Novotný, Ota (referee)
This thesis defines search engine optimization (SEO) and search engine marketing (SEM) issues. Thesis is divided into several parts which are closely connected to each other. First part of the thesis regards general formulas and terms definitions. In the second part the development on the field of SEO in last two years with accent of main changes which have happened till now is described. A market development in full-text browsers area and a search engine marketing development (where internet is perceived as a marketing instrument) in Czech Republic during years 2004 -- 2009 are also mentioned here. Third part shows opportunities of SEM including the most popular applications description, such as Sklik, AdWords or Etarget, social networks or catalogues. Fourth part concerns web pages analysis and data evaluation, let us say the ways how to analyze and evaluate these pages. Last part of my thesis consists of a practical review of methods and processes, which are described in previous parts of the thesis, with using shoes e-shop example. Here the whole process from opening analysis through keywords analysis till source codes editing and obtaining of external links by web catalogues are described. In addition to the optimization process is part of this thesis also chapter which describes the launch of advertising systems such as Sklik, AdWords and Etarget including evaluation of results and success of particular advertising campaigns realized through these systems. The conclusion of the practical section summarizes the benefits and knowledge that have been achieved by optimizing and which are applicable to other similar projects, which appear across all web in huge numbers. Potential reader of this thesis gets an overview of the current market state concerning full-text browsers in the Czech Republic and search engine marketing. The reader also discovers SEO changes which happened in last two years. Based on mentioned practical part of the thesis the reader should be able to apply basic knowledge in this area, including the basic PPC settings and including analysis of results and their evaluation.
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Digital Asset Optimization
Baxa, Tomáš ; Jandoš, Jaroslav (advisor) ; Kafka, Daniel (referee)
The aim of this Bachelor thesis is:? to present a theoretical definition of the Digital Asset Optimization and to describe the current state and processes of optimization in individual domains, which deals with Digital Asset Optimization. Bachelor thesis then examines the optimization procedures for search engines especially in the domains of video content, images, maps and other types of documents on the Internet, which could be useful for companies in their marketing activities on the Internet.
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Internetový marketing v malých a středních společnostech
Vorel, Lukáš ; Štědroň, Bohumír (advisor) ; Halířová, Jana (referee)
This thesis aims to explore concrete ways of application of internet marketing for promotion of a small service oriented business-to-business (B2B) company in broader context of the so-called new economy. To support the validity of the presented applications the thesis first draws on well-established theory of marketing concepts. In the second part of the paper, the role of internet marketing in business strategy of small and medium sized enterprises is explored. The thesis then continues with detailed description of particular tools of internet marketing and discusses their relevance and most appropriate application in the chosen field. In the application part of this thesis, the tools of Google Search Engine Marketing, which are perceived as the most efficient agent of small business promotion, are field-tested in a real small business promotion campaign. Finally, the thesis concludes with discussion of possibilities of future development in the field of internet marketing and sums up the overall findings of this paper. Throughout this thesis, the examined new technologies are regarded through the lenses of practical experience reported by their users and, at the same time, with consideration to established theoretical framework.
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Internet in Marketing
Gabriel, Vladislav ; Jelínek, Jiří (advisor) ; Kincl, Tomáš (referee)
This project describes internet marketing and its components (search engine marketing, internet advertising, internet PR, e-mail marketing etc.). It also describes the possibilities of employing internet in marketing and depicts new ways of online communication. The expenses for internet advertising are constantly growing as well as the number of internet users. The number of universities is increasing and so is the competition. That's why it's vital that they should act as a part of the market and use marketing strategies. The objective of this project is to analyse and suggest communication strategies of the Faculty of Management at the University of Economics in Prague using the knowledge acquired from the theoretical part. The practical part specifies the target group, draws up a report and chooses the way of communication. Further on, we will consider the timing of every single activity and the overall budget.
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Efficient internet marketing with Google toolbox
Sadílek, Petr ; Stříteský, Václav (advisor) ; Podolka, Luděk (referee)
Quick growth of internet users worldwide as well as significant technological improvements has had an extensive impact on a traditional marketing communication. First part of the thesis focuses on the basic framework that would leverage the internet marketing implementation. In its second part, the Google advertising products (AdWords, Maps, YouTube) and tools(for planning, optimization and implementation) are analyzed and their role in the internet marketing process is explained and demonstrated.
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