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Marketing trend of e-shops and its impact on profit
Hrabě, David
This diploma focuses on online marketing trends among the Czech e-shops in 2016 and what impact does online marketing have on e-shops profit. The main sources of information to draw a conclusion include consultation with the four agencies, who are responsible for several dozen e-shops, and consultations with the two renowned online marketing specialists. Moreover, data collection was conducted from May to do December 2016. The total number of respondents in the quantitative research was 625 online shoppers and 41 e-shops. In the qualitative research were interviewed 18 e-shops. From the analyzed responses was created and overview on how online marketing trend of Czech e-shops in 2016 looks like and what impact does online marketing have on their profit.
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Digital marketing on the B2B market.
MARTINÁK, Petr
The aim of my diploma thesis was to design a digital campaign for Atos IT Solutions and Services, s.r.o., which offers solutions in the B2B market. In the theoretical part of the thesis I have described the concepts related to marketing, digital marketing, the tools used in this field and the steps that the digital campaign goes through, Market analysis, SWOT analysis, campaign goals, target group, campaign budget. In the analytical part, I introduced Atos IT Solutions and Services, s.r.o. company, which operates in the IT sector and offers digital solutions to other companies that are active on the Czech market. At the beginning of this chapter, I analyzed the company's existing marketing activities so that we could, if necessary, build on the company's current activities.
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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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Email marketing strategy for educational portal
Pour, Lukas ; Sigmund, Tomáš (advisor) ; Dufek, Jaroslav (referee)
Communication with the customer plays a crucial role in today's internet marketing. In case we do not communicate with the customer or we let his attention towards our product or service fade away, than the investment into gaining him has not been well used. Email marketing itself is a very good instrument for maintaining and building the relationship with the customer. However, a great number of entrepreneurs and companies does not know how to work with email marketing and they send email just the same way as they would invite their colleagues for a meeting or simply just scan a discount flier. The first part of the master thesis therefore focuses on the definition of email marketing itself and of the features by which emails affect the customers. It than presents the ways how to maintain the customer, how to pamper them by e.g. content marketing and it shows the current trends and possibilities of automatization. The second part of the master thesis than presents and uses email marketing not only as one of the very strong instruments of direct marketing but also as one of the ways to support online education, which has been gaining a lot of popularity both in the Czech Republic and abroad. The thesis shows the possibilities how to use email marketing to promote an education website that is being created concurrently with this thesis and how to teach its visitors. The practical part shows how to set up the path of the customer and the email marketing strategy in order to change the visitors of the website into loyal customers. All that with the highest possible automatization of the process.
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Informační portál o zdraví a kráse pro značku Lifesaver
Grulich, Martin
This thesis deals with the creation of the web portal of health and beauty focused on email marketing for the brand Lifesaver. The theoretical part deals with general issues of web applications with MVC architecture, evaluate the advantages and disadvantages of competing portals that are similarly based, email marketing, and finally describe the brand Lifesaver and its needs. Own work consists in programming a web portal using MVC architecture, including the creation of the logo and graphic design according to the requirements and needs of the company Lifesaver.
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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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The effectiveness of email marketing in e-commerce
Kaňka, Miroslav ; Stříteský, Václav (advisor) ; Zamazalová, Marcela (referee)
The work can be considered objective factors influencing the efficiency of call email marketing for e-commerce and on the basis of data from e-shop adidasmania.cz analyze their effectiveness. The work offers an insight into email marketing from all sides. It's use of e-commerce, legal and technical perspective solution. In addition to a detailed presentation of the e-shop are adidasmania.cz analyzed the data from Google Analytics. Based on these data, evaluated the effectiveness of individual factors. For most variable factors is proved their effectiveness and impact on the recommended next steps in the creation of emailing.
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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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Direct Marketing Communication at SEAL Communication Company
Wachtler, Kamilla Dóra ; Cook, Gina (advisor) ; Lhotáková, Markéta (referee)
The appearance of the Internet and new, rapidly changing emerging online technologies have led to some fundamental changes in marketing -- especially direct marketing. Besides the growing popularity of the Internet, the appearance of databases and one-to-one marketing are challenging traditional marketing methods. This thesis attempts to illustrate how direct marketing techniques can be implemented in an IT company. It starts with an overview of the concepts of direct marketing and its techniques and then provides a brief synopsis of its past as well as possible future trends. The differences between B2B and B2C marketing communications are discussed as is the role of direct marketing in the information technology (IT industry). The last section presents a case study -- concluded with the cooperation of SEAL Communication and Oracle -- which demonstrates how an IT company can effectively use direct marketing in order to achieve its goals and build long-lasting and fruitful customer relationships. For the successful execution of the direct marketing campaign, both Internet based tools and traditional methods were applied, in order to show that both of these technologies can be used together when targeting different groups with different needs.
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