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On-line marketing communication
Skácelová, Pavlína ; Milichovský, František (referee) ; Schüller, David (advisor)
The subject of this diploma thesis is online marketing communication using search engine marketing tools. It specifies what online marketing and search engine marketing are, describes its tools and explains its use. The analytical part of the work uses tools such as analysis of macro and micro environment, analysis of marketing mix and associated SEO analysis. Last but not least, the development of website traffic and the subsequent possible development of this data in the future will also be examined. Based on the findings from the analytical part, in the last part of the work will be designed online marketing communication using search engine marketing.
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Proposal of marketing strategy for new e-commerce of Knihy Togga publisher
Neumahr, Martin ; Koudelková, Petra (advisor) ; Halada, Jan (referee)
This master's thesis titled "Proposal of a marketing strategy for the specialized publishing e-shop of the Knihy Togga" deals with the active setup of basic campaigns that should serve as the foundation for those companies, that are operating an online store. It is divided into theoretical and practical part. The theoretical part of the thesis explains concepts such as marketing communication, marketing plan, and provides an overview of advertising. It further presents in various forms of internet advertising that are used in the practical part, and how online trading works within the framework of e-commerce. The practical part of the master's thesis presents the original state of marketing communication of Knihy Togga in individual chapters and also explains the setup of new campaigns and their specific configuration in various interfaces, which are common or typical for the campaign set ups. Furthermore, the practical part describes how the fulfillment of marketing objectives was approached and how these objectives were distributed into multiple variants. The practical part of the thesis also presents the specific results of campaigns and advertisements that were launched according to the predetermined schedule. At the end of the practical part, there is a chapter that summarizes all the results...
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PPC reklama jako nástroj propagace pro firmu Hypergen, s.r.o.
Hanáková, Michaela
Aim of this bachelor thesis is to review promotion possibilities for the web pages of the company Hypergen, s.r.o. through the evaluation of the effectiveness of cer-tain methods in PPC advertising systems. In this thesis the effectiveness of proposed procedures was reviewed. These procedures specifically deal with performance comparison of certain types of campaigns, whether the presence of the brand name in an ad have a positive effect on their performance and a performance comparison of targeting. An experimental method on eight advertising campaigns was used to achieve the results. Based on results recommendations are made in the end of the thesis.
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On-line marketing communication
Skácelová, Pavlína ; Milichovský, František (referee) ; Schüller, David (advisor)
The subject of this diploma thesis is online marketing communication using search engine marketing tools. It specifies what online marketing and search engine marketing are, describes its tools and explains its use. The analytical part of the work uses tools such as analysis of macro and micro environment, analysis of marketing mix and associated SEO analysis. Last but not least, the development of website traffic and the subsequent possible development of this data in the future will also be examined. Based on the findings from the analytical part, in the last part of the work will be designed online marketing communication using search engine marketing.
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Use of online advertising (PPC) to increase sales of ecommerce website
Šašek, Marek ; Maryška, Miloš (advisor) ; Smutný, Zdeněk (referee)
When doing business on the Internet, it is crucial to have the potential customers informed about websites, offered products and services. In the online world, these customers are visitors who come to the websites through some medium. One of such frequently used media, which can bring new visitors, is Internet advertising. This thesis is focused on the paid Internet advertising model known as the PPC (Pay per click). The main scope of the thesis is implementation of advertising campaigns for a particular e-commerce website in order to increase the number of sales. The campaigns run on the Google Search network. They are managed by the advertising system AdWords which is presented in the theoretical part of this thesis. The essential terms of the online marketing and principles of Internet advertising are also is described in this thesis. In order to create a successful advertising campaign, it is crucial to ensure its measurement and evaluation, which are handled by AdWords and the analytical tool Google Analytics within the practical part. Moreover, this thesis focuses on optimization of the running campaigns based on the measured data. In the conclusion, the goals and benefits of ads for the advertised eshop are evaluated.
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Evaluation of Online Marketing Communication in Specific Enterprise
Mocek, Tomáš ; Tichá, Ivana (advisor) ; Lucie, Lucie (referee)
The thesis is focused on online marketing communication tools and their effectiveness. The theoretical part focuses on the basics of online marketing and especially to the summary and characteristics of the various tools of online marketing. Those are further described their main advantages and possibilities. The practical part presents selected anonymous company for which the individual tools analyzed. Analyzed are mainly paid channels used by the company to promote its services in the period from the perspective of visitor behavior on the site and in terms of effectiveness of individual channels. Evaluation is done by monitoring key indicators using web analytics Google Analytics. The aim of the thesis is to evaluate the effectiveness of online marketing tools selected companies. Partial order is based on the analyzed data to proposing possible changes and other recommendations in this area.
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Promotion of E-commerce
Sekanina, Petr ; Stříž, Martin (referee) ; Luhan, Jan (advisor)
This thesis is focused on proposals of promotion specific e-shop. The purpose of this thesis is to design such forms of promotion which are going to be effective and accessible even for smaller and starting e-shops. In the theoretical part I am introducing common knowledge needed for understanding the e-shops and internet marketing topics, then I analyze current state and position on the market and finally I evaluate separate forms of promotion including suggestions for their use by this selected e-shop.
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Online Marketing Performance Tools
Randáčková, Veronika ; Stříteský, Václav (advisor) ; Koudelka, Jan (referee)
This thesis focuses on the effectiveness of marketing tools available in Czech internet environment. The theoretical part describes typical attributes and advantages of individual tools and observes the possibilities of achieving marketing and commercial goals by using these tools. In the application part, the surveyed e-shop is introduced and it's marketing tools are analyzed using web analytics. Either behaviour of customers of this e-shop or financial indicators, which are crucial for evaluating performance, are analyzed in this thesis. The synergic effect of using these marketing channels is evaluated using the assisted conversions analysis. The main goals of this thesis is evaluation of the efficiency of used marketing tools using web analytics and consider suitability of their use for this specific e-shop. Another aim is comparing the performance of individual marketing sources and proposing measures to help increase efficiency of tools used by this e-shop.
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