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Marketing online communication of selected company
Bůbalová, Tereza ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The aim of this thesis is to analyze the current state of online marketing communication of LIP distribution, Ltd. and further recommendations for its improvement. The work is divided into theoretical and practical part. The theoretical part deals with a detailed overview of the possibilities that internet marketing offers - the most frequently used tools and their importance for the company. The practical part is devoted to analysis of the current state of internet marketing of the LIP distribution, Ltd. Much attention in the practical part is paid to an interview with the owner of the company, which makes the proposal to improve online marketing communications for this company viable.
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RFM analysis of an e-commerce store selling men's accesories
Králíček, Pavel ; Procházková, Markéta (advisor) ; Kubátová, Eliška (referee)
This bachelor's thesis focuses on a RFM analysis and its usage in relationship marketing in the online world. It puts RFM analysis in the context of a marketing mix and also the historical development of marketing conceptions. The goal of this thesis is the construction of an RFM model and its application on e-mail communication with the customers of the e-commerce store. This thesis describes the sending of an e-mail campaign and evaluation of its result from the RFM assumptions point of view. It should serve as a proof of the relative ease of application of RFM analysis on a customer base and alternatively as a basis for a future marketing research.
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Legal aspects of direct marketing in Czech Republic
Demuthová, Martina ; Boháček, Martin (advisor) ; Hubková, Pavlína (referee)
The thesis deals with the issue of direct marketing, its instruments and related legislation. Direct marketing is a form of marketing communication which allows businesses to communicate directly with their customers. Its value in marketing is increasing, as well as spam, which is also defined in this thesis. First explained is the term direct marketing, its advantages and disadvantages, its tools and current role in the industry. Furthermore, a summary of the present legal and ethical regulations, and the system of self-regulation in Czech Republic is given. Within this thesis, research on a sample of more than 300 respondents was carried out to detect the frequency with which they are contacted via direct marketing, their attitudes to individual tools, and aspects which they find interrupting in individual forms of direct marketing communication.
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Current e-mailing of Nutricia and overtures for improving.
Valc, Pavel ; Vávra, Oldřich (advisor) ; Kováčik, Matěj (referee)
Objective is analyse current e-mailing of Nutricia and offer the best possible in automated e-mailing. Recommendations are based on possibilities of e-mailing tool Silverpop, which belongs to the best technologies of present days and which Nutricia chose for development of its e-mailing. Based on his experience as e-mailing specialist and operator of Silverpop author will recommend the best what is possible in today's e-mail marketing and adapt it for Nutricia business.Theory is concieved as syntax of sources making bright picture of today's e-mail marketing and there are written assumptions of successesfull e-mailing. In practical part there are analysis of Nutricia and its competitors and that is followed by summary of recommendations well founded on author experiences and Silverpop implementation companies know how.
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Methods of customer lifecycle optimisation
Hlaváčová, Linda ; Střížová, Vlasta (advisor) ; Chytilová, Marie (referee)
If the e-shop wants to have loyal customers, they have to begin actively build the relationship with them. This master thesis discusses the methods by which can e-shop start working on building a strong customer relationship and put it in the context of modern trends in online marketing and current advanced communication technologies. Customer lifecycle optimisation which is closely related with data analysis, communication, online marketing and business process improving is not yet very known topic in the Czech Republic. It is so despite the methods aren't difficult to learn new tools or other entry barriers. Master thesis should provide the e-shop owners and their marketers with comprehensive guide how to apply the knowledge about the customer lifecycle to their e-shop.
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Optimization of e-mail communication in the software company environment
Gubišová, Kristýna ; Bruckner, Tomáš (advisor) ; Nadrchal, Tomáš (referee)
C ommunication with the customer is very important pa rt of the marketing itself. Is very important to take care about acquired customer, because as soon as the company dissapointed him, it is very difficult to gain his trust and affection back. Thi s diploma thesis identifies e-mail marketing as a whole and deals with its current trends and examine how e-mail itself and his elements affect psyche and behavior of recipients and tries to iden tify ways to maintain consumer confidence. The thesis introduces e-mails from a practical envirome nt of the software company, in which are applied changes resulting from public opinion. These e-mail s are evaluated and compared with past versions of e-mails, these e-mails are evaluated and compare d with previous versions of e-mails.
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Využití nástrojů internetového marketingu v e-shopu
Hašková, Gabriela
Hašková, G., Trenz, O., Using internet marketing tools in the online shop. Diploma thesis. Brno: Mendel University, 2015. This diploma thesis deals with internet marketing and practical using internet marketing tools. It includes keyword analysis, PPC advertising, e-mailing and Facebook marketing. The aim of this thesis is increasing sales of the specific online shop.
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Internet marketing
KARBULKA, Tomáš
This thesis provides comprehensive insight into the internet marketing used by the eshop. The aim of this thesis is to analyse the eshop and internet marketing tools used by the eshop to promote its products. The result of the analysis is an evaluation of effective Internet marketing channels. Proposals and recommendations that will lead to the optimization of eshop and internet marketing are drawn up based on the results of the analysis.
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Internet marketing - theory and practise
Prošek, Michal ; Řezníček, Václav (advisor) ; Čermák, Radim (referee)
Internet marketing is important part of marketing. Internet marketing has the same goals as whole marketing, but it uses only tools, which are available by internet. This specific kind of marketing is becoming a large part of the business stategies. Problem is "How to use tools of internet marketing?" Correct use of these tools is different. It depends on the size of the company and their business targets. This work deals with the possibilities of internet marketing for small online e-shop. The first part is a summary of knowledge from available resources about internet marketing tools. The second part focuses on the practical use of knowledge. The author describes the current situation in the field of internet marketing in a small online e-shop with sporting goods. The description is base of SWOT study. The results of SWOT are reflected in the final proposal of using internet marketing tools for this concrete company.
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Practical application of e-mailing
Palkovičová, Michaela ; Černá, Jitka (advisor) ; Krutiš, Michal (referee)
The aim of this bachelor thesis was to provide general perspective of the key factors in marketing success of e-mailing campaigns. The supportive objective was to define the significance of e-mailing. My intention was to characterize the creation and the structure of campaigns in the section of e-mail marketing. I specified the new trends and the most frequently used types of e-mails, through which it is possible to penetrate information about customers. What is more it helps to create more personalized and targeted campaign. The second part deals with the analysis of an exact e-mailing campaign and evaluates the questionnaires. In the conclusion I characterized the techniques which should be observed when creating e-mailing campaign.
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