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The Proposal of Company Marketing Strategy
Pelán, Radim ; Kreps, Jakub (referee) ; Kaňovská, Lucie (advisor)
The key goal of my bachelor’s diploma thesis is to suggest a marketing plan of the eshop Brašničky.cz owned by the company OPTIMAL TWIN s.r.o. In the first part the thesis is focused on the theory of the marketing and online marketing. The second part is dedicated to the processes in the company, analysis of the marketing activities of the e-shop during the year 2013 and insights into the website traffic. The third part is focused on the suggested changes and improvements of the marketing strategy for 2014 with the return of investments taken into the account.
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Návrh online marketingové strategie pro e-shop Brove.cz
Rozsypal, Tomáš
The Bachelor thesis is dedicated to the proposal of online marketing strategy for e-shop Brove. In the theoretical part of the thesis are described terms connected to online marketing, especially SEO, linkbuilding and PPC. Regarding to SWOT analysis there are suggested marketing strategies. The last part of the thesis iincludes the proposal of online marketing strategy according to chosen marketing strategy.
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Banner Advertisement in Online Marketing and its Impact on the Internet Users
Musil, Lukáš ; Vranka, Marek (advisor) ; Báča, Ladislav (referee)
The bachelor thesis focuses on the topic of banner advertising in online marketing and the influence it has on Internet users. The structure of the thesis is divided into a theoretical and practical part. The theoretical part is devoted to the general knowledge of banner advertising. It discusses reasons for using banner advertising, its individual types, targeting and purchasing of banner advertising on the Internet. These topics are divided into individual chapters that focus predominantly on banner advertising from the viewpoint of advertisers. The final two chapters of the theoretical part deal with topics related to the role of the user, namely adblocking, anti-adblocking and banner blindness. The thesis contains an analysis of these concepts describes their influence on the Internet environment. Concerning banner blindness, international studies are further used to describe banner advertising factors that can affect this phenomenon. The practical part contains an empirical analysis of different banner ad sizes based on anonymised data from concluded advertising campaigns in AdWords and Sklik. The analysis includes an evaluation of the most effective formats within the system and an analysis of the relationship between the banner ad size and its efficiency. The results indicate that the...
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The Impact of Online Marketing Practices on Perception of Privacy
Šimáková, Zuzana ; Rosenfeldová, Jana (advisor) ; Báča, Ladislav (referee)
This bachelor thesis deals with the impact of online marketing practices on perception of privacy. For this purpose, the theoretical part of this thesis first presents different conceptions of privacy, that are most repeated in the discourse. This chapter focuses on the position of privacy in the context of marketing communication. After that The Czech Privacy Policy as well as the European Union Privacy Policy are described. The last chapter of theoretical part presents different online marketing practises that use customer data. The emphasis is on online behavioral targeting and related remarketing. In the practical part, semi-structured individual interviews are conducted to find out whether users are familiar with these online marketing practices, what they think about them and mainly how do these practices affect their perception of privacy.
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Perception of current trends in online advertising focusing on retargeting
Říhová, Terezie ; Huněk, Filip (advisor) ; Hrabánková, Markéta (referee)
Diploma thesis deals with complex view on the current online advertising form in the context of continuous technological development of contemporary society. Internet advertising and its range is viewed from a marketing perspective and in the context of media studies. Together with online advertising history, diploma thesis represents the development of the internet market and in this context it is pointed at reach of online advertising industry. Readers are acquainted with basic types of online advertisements, payment models and online advertising buying ways. Thesis in detail deals with modern trends such as programmatic buying of online advertising, behavioral targeting, retargeting, and many others that are examined from the perspective of advertisers, online content publishers and users whose privacy is from some perspective disrupted by these trends. To show the complexity of the issue, the thesis also contains deeper information about technology. At the end of the theoretical part, the thesis deals with intensively discussed topic of ad-blockers. To create a wider conclusion about the topic, there is also a part of the work that contains interpretation of survey focused on standard users and presentation on findings from structured questionnaire that has been designated to leading Czech...
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Online Marketing Strategy
Laušmanová, Dagmar ; Pilař, Ladislav (advisor) ; Zuzana, Zuzana (referee)
Basic and the most important terms closely connected with marketing strategy on the Internet are descibed in this diploma thesis. The practical part contains processed SWOT, market, competition and customer analysis. Online marketing strategy which should increase awareness of the brand of a particular company, test each form of promotion and in case of success to gain new orders is created on the basis of the evaluation of the environment and prospects of the company. A practical goal is removing weaknesses of the company found by means of SWOT analysis. At the same time the theme of this thesis can meet a practical usage fot the readers who search up-to-date knowledge for marketing of their companies in the same or similar business branch.
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Plan for improvement of internet marketing of chosen engineering company
Pokorný, Zdeněk ; Hinčica, Vít (advisor) ; Olšanová, Květa (referee)
The objective of this bachelor thesis is to evaluate the contemporary usage of internet marketing by company POKORNY, spol. s r. o. and at the same time to suggest its possible further development. Within contemporary usage of internet marketing is analysed company's website on the basis of its overall quality, content and its statistical values. In connection to company's website is subsequently analysed its optimization for search engines as well. Furthermore the thesis analyse usage of 2 social networks, which are Facebook and LinkedIn. Afterwards the thesis suggest possible further development of company's internet marketing which includes recommendation to eliminate discovered current deficiencies and suggestions to start using new available tools. The result of these recommendations should be better competitiveness of the company.
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Online advertisign
Švarc, Ondřej ; Jarolímek, Jan (advisor) ; Vratislav, Vratislav (referee)
This thesis is thematically focused on online advertising. The paper describes the
history of online advertising and its advantages and disadvantages compared to other media
types. There are mentioned standards of online advertising on the Czech Internet and ways
to optimize the different types for better performance. Next we go over the characteristics
of selected tools for assessing the success and management of online campaigns. We also
compare the advertising possibilities of the two most used search engines in czech Seznam
and Google. We analyze the possibilities of automation of product campaigns in the
AdWords system. We compare the differences in intervention and prices of ads on social
networks Facebook and Twitter and ads on the Google's Content Network on the basis of
available targeting of Czech users.
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The Proposal of Company Marketing Strategy
Pelán, Radim ; Kreps, Jakub (referee) ; Kaňovská, Lucie (advisor)
The key goal of my bachelor’s diploma thesis is to suggest a marketing plan of the eshop Brašničky.cz owned by the company OPTIMAL TWIN s.r.o. In the first part the thesis is focused on the theory of the marketing and online marketing. The second part is dedicated to the processes in the company, analysis of the marketing activities of the e-shop during the year 2013 and insights into the website traffic. The third part is focused on the suggested changes and improvements of the marketing strategy for 2014 with the return of investments taken into the account.
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The influence of retargeting on customer decision
Kopková, Ivana ; Stříteský, Václav (advisor) ; Murčo, Dušan (referee)
The bachelor thesis is focused on retargeting, a type of targeted Internet advertising. This paper is divided into two parts. The theoretical part explains the basic terms of Internet advertising and targeting options and introduces remarketing. The practical part evaluates the effectiveness of retargeting and its perception among Internet users; all this based on expert interviews and Internet users survey. This part also analyses Facebook retargeting campaigns and other remarketing campaigns of a Czech book e shop. Recommendations regarding further use of retargeting and remarketing campaigns are given to this e shop based on the analysis, the expert interviews and the survey.
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