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Usage of Facebook and Google AdWords for Brand Building
Veselský, Štěpán ; Molnár, Zdeněk (advisor) ; Otevřel, Lukáš (referee)
This Diploma Thesis' main subject is Internet marketing. Its main objective is suggesting and realizing an online marketing campaign focused on using Facebook and Google AdWords in order to building brand awareness of a small business. This effort is followed by an analysis of its results. The contribution should be apparent to all the marketers of other small businesses, who find themselves in similar situation and try to solve it by using modern online marketing tools and channels. The thesis is divided into two main sections. The first covers necessary theoretical bases of online marketing, the next one puts the theoretical knowledge into practice of a real small company, Saloon Exclusive. The ending summarizes the outcomes for the company and suggests some next steps.
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Opportunities and conditions of use of social networks to increase competitiveness
Vondruška, Pavel ; Molnár, Zdeněk (advisor) ; Nečas, Miroslav (referee)
The diploma thesis is focused on the social networking sites in terms of their use for increasing the competitiveness of companies. The first part deals with a theoretical introduction to social networks where the basic concepts are defined and then characterized by major networks globally. Each social network is analyzed both in terms of the structure of its users, and are listed as individual options, which provides for promotion within their system - they are mentioned both paid and unpaid opportunities. At the end of this section are described the general possibilities of using social networking for business - ways to measure the impact of these activities, risks and requirements of their operation within the company. The second part is a practical solution to use social networks to support the selected e-commerce business. The introduction provides basic parameters of the e-shop is defined by the competitive environment. The analysis carried out various solutions to various social networks. It is designed and implemented their own social network to the target audience the company. The practical part ends with a final report including recommendations for further progress in the use of social networks. The main contribution of the paper is to present a detailed analysis of selected enterprise communication on social networks, including putting all the relevant data from which the conclusion can be drawn in specific recommendations to further enhance competitiveness.
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Content strategy: preparation and designing web content for the organization
Ambrož, Jan ; Střížová, Vlasta (advisor) ; Javůrek, Adam (referee)
The work deals with the content strategy, methods and techniques how to prepare, design and create web content according to established goals. The theoretical part defines role of the content strategy, introduces methods, content life cycle and potential benefits and outputs of the content strategy in its phases: preparation, analysis, creation, evaluation and content management. Work also discussed the interaction with other fields of web design and legal limits, which affect online content in the Czech Republic. The main objective of this diploma thesis is to design new web content strategy for organization. After describing the initial situation and goals, mentioned methods are used to the systematic management of web content. Thanks to the results of this content strategy (target group definition, competitive content analysis, existing content inventory, keyword analysis, information architecture, style guide, content plan, content model, creation process and content management), readers get the guidance, which can inspire them in their practice.
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Efektivita email marketingu na trhu mezinárodních květinových zásilek
Štěpánová, Klára ; Stříteský, Václav (advisor) ; Koudelka, Jan (referee)
One of the strongest benefits, but at the same time also one of the reasons for unexploited potential of email marketing, is its high return on investment. As in the case of the firm FloraQueen, also other companies underestimate the efficiency of email marketing. The goal of this thesis is to contrast current email marketing activities of a concrete example against the best case practices and define approaches for achieving the most efficient results. To do so, latest email marketing statistics and trends are recompiled, internal analysis of FloraQueen is realized, industry benchmarks are established and a final set of recommendations is concluded.
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Usage of videomarketing in presentation of tourism destinations on the internet
Petkov, Michal ; Herget, Jan (advisor) ; Kvítková, Zuzana (referee)
This thesis primarily focuses on usability of video in tourism destination online marketing. Main aims are analysis of video usability modes and testing of online video ad effectiveness. Thesis also evaluates overall advisability of using videomarketing tools in destination marketing. The first chapter describes international tourism and some important tourism terms related to the overall topic such as destination, image and destination marketing. The second chapter contains facts about key internet trends and their use in tourism industry. There is also part dealing with mutual influence of internet trends and tourism consumers' behavioural shift. The third chapter presents the analysis of roles and usability modes regarding online video. In the fourth chapter there is a test of banner advertisements effectiveness consisting of video and non-video banners data comparison. Results show possible usage modes of videomarketing for destination. User generated content with video, social networking and review systems were identified as key tools for combining with online video and thus enhancing online destination marketing. These topics are also considered as the most suitable for further research. Data testing results point out higher effectiveness of ads with video content when compared to non-video content ads.
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Segmentation of the internet population of the Czech Republic and the specifics of digital communication
Preněk, Tomáš ; Koudelka, Jan (advisor) ; Rozlivka, Milan (referee)
The main goal of the diploma thesis is to present a complex view of the online communication, standing on three main pillars. The first pillar is the market environment that creates the basic conditions for the online communication. Second important point is the digital communication itself. In the thesis there are described the specifics of the mostly utilized digital media. The last key element is the internet user. Thanks to many segmentation criteria we can distinguish between the users and define unique characteristics of the users that can be useful for market targeting and positioning. For that reason, the main theme of the practical part of the thesis is the segmentation of the internet population of Czech Republic. The segmentation was performed via advanced analytical and segmentation software Data Analyzer that is working with the database MML-TGI collected by the research agency Medián.
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Online marketing of the Language centre Laurus
Paulovičová, Marika ; Stříteský, Václav (advisor) ; Pešek, Ondřej (referee)
This master's thesis deals with online marketing of the Language centre Laurus. The main objectives of this work are the assessment of the current state of online marketing of the Language centre Laurus, evaluation of the effectiveness of used communication channels, and recommendations leading to higher commercial success of the web pages. The theoretical part consists of three blocks. The first chapter is devoted to web sites, information architecture, usability and accessibility. The next chapter introduces the possibility of building traffic on web pages, and the third part consists of analysis of the competition. The following chapter includes methodology in which the used tools and procedures of the analysis are introduced. The practical part of the thesis includes introduction and analysis of the online marketing activities of the Language centre Laurus in that is the central part composed of the PPC advertising, SEO analysis and user testing of the web pages. The conclusion of the practical part includes the evaluation of the online marketing activities of the Language centre Laurus and recommendations for further procedures in the field of online marketing activities of the centre.
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Analysis of the Online Marketing Strategy of the company SEVT a.s.
Paroulek, Luboš ; Stříteský, Václav (advisor) ; Pešek, Ondřej (referee)
This dissertation deals with issues of online marketing strategy of the company SEVT a.s. The mening part dealts with issues of internet marketing in general including tools of internet marketing. In the next part situation analysis of the company itself is performed. In this dissertation company's websites are closely examined, including visitou analysis, konversion analysis and so on. The next part is dedicated to the SEO and SEM problematics. Company's websites are rated based on their SEO principles and effectiveness of the websites is evaluated. Tools of internet marketing used in the company are analysed in the part SEM. Aim of this dissertation is to evaluate current online marketing strategy and design a new strategy, that will be more effective in the usage of internet marketing tools and in the mening of web presentation of the company itself. This new strategy should lead to the increase in earnings from the online marketing actitivities of the company.
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The Use of Social Networks in a Marketing Strategy of a FMCG Company
Hofmanová, Tereza ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
This diploma thesis outlines the ways of efficient marketing use and performance measurement of social networks by FMCG companies. The first chapter defines the concewpt of social networks, describes their benefits for company marketing and introduces the major world and Czech social networks. The second chapter is dedicated to the current most important social network, Facebook. The sub-chapters are covering structure and creation of a fan page, main principles of page management, post planning, aplications, ads, social graph and Facebook advertising policies. Main attention is given to the content of a fan page. the third chapter introduces the marketing potential of Youtube.The fourth chapter features the options of social networks performance measurement. The second half of the work introduces the marketing strategy on social networks for the company Nutricia a.s.
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Commercial communications of iPhone and iPad applications
Zitková, Iva ; Mikeš, Jiří (advisor) ; Olša, Martin (referee)
The Master's Thesis with a title Commercial communication of iPhone and iPad applications is focused on the analysis of the effectivness of the individual elements that are neccessary for a successful application with a special attention on commercial communation. The paper is divided into two parts where the first (theoretical) one talks about the role of commercial communication in today's world, description the mobile phone market and its customers and specifying the activites recommanded to become successful with one's iPhone/iPad application. The main output of this part is the creation of hypothesis related to the recommended activities. The second (practical) part describes the life of two applications and compares the realized actitivites to the sales. The final part provides the evaluation of the hypothesis regarding the findings of the practical part.
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