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Suppliers and producers of information and its targeting towards user-customer via social networks
Rousková, Zuzana ; Papík, Richard (advisor) ; Pilecká, Věra (referee)
Database vendors, producers and information services suppliers are aware of trends in technology and marketing since they have been established entities of information market for decades. Thus it was inevitable that these major players would exploit the latent potential of social media and networks. They have achieved this by creating social network communities, which vary wildly in size from dozens to tens of thousands of users. Being an integral part of communication activities these groups have become important platform for direct contact with users. The contact mainly comprises targeted addressing and support in provided information services. Powered by TCPDF (www.tcpdf.org)
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Social media marketing of database vendores and information suppliers
Rousková, Zuzana ; Papík, Richard (advisor) ; Němečková, Lenka (referee)
(anglicky) Database vendors and information suppliers are traditional and historically the main components of the information industry. The arrival of internet and its services, including current trends such as social media and networks, has changed and enriched information behaviour, channels and marketing strategies between information suppliers and user. Although the information industry subjects as database vendors are traditional in their marketing strategies, their engagement in social media marketing is proactive and developing. The exploration confirmed that 10 of 12 examined subjects actively develop these channels and support them.
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Marketingové nástroje: Vývoj a implementace v sociálních médiích
Bubela, Oleksandra ; Cook, Gina (advisor) ; Lhotáková, Markéta (referee)
The aim of this Master Thesis is to provide an overview of the theoretical marketing tools necessary for the development and implementation of the marketing campaigns in social media. The thesis work is structured in three parts. The first part describes the theoretical marketing tools and frameworks advised to be used for the development of the social media marketing campaign. The second part of this thesis work recommends the tools needed for the actualization of the campaign. The practical part of this thesis work, the third part, presents a showcase about The Ultimate Tour Competition 2013, a social media marketing campaign developed and implemented by the author using some of the tools suggested in the first two parts of the thesis work. The information and data needed for the development of the social media marketing campaign was acquired by the author during the internship in the TourRadar and by the means of secondary research.
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