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Dissertations / Theses on the topic 'Online marketing'
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1
Cabezón, Nicolás Marcelo. "Marketing online." Bachelor's thesis, Universidad Nacional de Cuyo. Facultad de Ciencias Económicas, 2014. http://bdigital.uncu.edu.ar/7107.
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El principal objetivo de esta investigación es ver cómo se ha ido modificando la industria turística con la llegada de las nuevas tecnologías como internet con su banda ancha o los nuevos métodos de comunicación que acercan a los consumidores entre sí. Para llevarla a cabo, se pretende investigar cuál era la manera en que los consumidores se desempeñaban dentro de la industria turística para conseguir satisfacer sus necesidades, y se tratará de demostrar cómo esta relación entre cliente industria ha sufrido una transformación sustancial debido al ingreso de un nuevo actor a la ecuación: la “tecnología de la comunicación".Fil: Cabezón, Nicolás Marcelo. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.
2
Zrůst, Daniel. "Online marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192686.
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The aim of this thesis is to evaluate pay per click marketing as suitable marketing tool for promotion and distribution of a given product. The paper describes basic vocabulary related to PPC advertising, common metrics, tools used by online marketers, and logic of running PPC campaigns. The paper also tries to quantify impact of Internet on economies. The second part applies the theory to analysis of consumers' conversion path while searching online in common search engines where PPC marketing plays the key role.
3
Novotný, Ondřej. "Inbound marketing v kontextu tradičních nástrojů internetového marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-195465.
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This diploma thesis aims primarily to present inbound marketing as a new method of free propagation on the Internet and on the basis of my own research to further evaluate its suitability for selected business sectors. Research is conducted on a sample of 69 websites divided into seven sectors. After successive investigation of traffic sources and their effectiveness based on the relative expression of conversion rate the suitability of this method for particular sectors is judged. The second objective is a design of inbound marketing strategy for selected web based on knowledge from the practical part of thesis.
4
Horecká, Ivana. "Online Marketing Trends." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-204065.
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This thesis deals with online marketing trends. Its main goal is to define the latest online marketing trends, create a website with the free online marketing trends, and analyse their effectiveness. The theoretical part brings a thorough description of the latest online marketing trends. Moreover, it provides an insight into the latest trends in the website development. The chosen online marketing trends defined in the theoretical part are subsequently applied on a newly created website. All the steps taken throughout the process of creating the website together with the application of the latest trends are described in the practical part. The website is created gradually in the course of writing this thesis and only free online marketing tools are applied on this website. The effectiveness of the chosen online marketing trends is monitored and consequently analysed. The recommendations resulting from the analysis are provided at the end of the practical part. This thesis might serve as a guide for those who wish to create a website with the latest online marketing trends.
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Cuaranda, Gastón. "Marketing offline vs online." Bachelor's thesis, Universidad Nacional de Cuyo. Facultad de Ciencias Económicas, 2014. http://bdigital.uncu.edu.ar/6927.
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En este trabajo se analiza la sinergia actual entre marketing offline y online, y la evolución de dicha disciplina a lo largo de las últimas décadas. Además se pretende exponer un modelo de gestión de redes sociales, que sirva de base para futuras campañas integrales de marketing.Fil: Cuaranda, Gastón. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.
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Kuzmiak, Štefan. "Online marketing portálu iKariéra.cz." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9405.
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As a reaction to problems of the portal iKariera.cz with low numbers of visitors and registered users the thesis tries to evaluate the suitability, contributions and effectiveness of chosen online marketing tools and also their potential for solving those problems for the future. The thesis compares the contributions and effectiveness of SEO, PPC campaigns in the search engine of Google and campaigns at social network site Facebook.com with other offline and cross media campaigns realized at the same time. On the basis of a comparison of the outputs and other facts the thesis tries to give future oriented recommendations for the formulation of a marketing communication strategy for the portal."
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Vachková, Rita. "Online marketing v hotelnictví." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-191697.
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This thesis is focused on online marketing and its application and use in hotel industry. The aim is to familiarise the reader with this issue and in the context of this objective create a study with a comprehensive view on online marketing in hotel industry, that is further complemented by the own research. In the context of primary research was determined the sub-objective - to analyse the situation of online marketing on the market of hotels in Prague, especially in terms of their internet presentation and advertising in search engines. The thesis is divided into three parts. First is a theoretical definition of online marketing, which is followed by secondary research concerning the usage of internet in the Czech Republic, then there is a mapping of the current situation in hotel industry, where is again used secondary research. The thesis concludes with primary research focused on the online marketing of hotels in Prague. Whole thesis is carried out in cooperation with the company Blueberry.cz Apps, s.r.o.
8
Šnajdr, Radek. "Online marketing vybrané společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-358941.
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The main goal of this thesis was evaluate the impact of indiviudal tools of communication mix on the results of the online campaign of the chosen brand. This campaign lasted for almost three months. The core of the campaign was consumer competition. The main goal of this campaign was sale increase and brand awareness. In the first part, I dealt with the tools of the communication mix from the point of view of the use in marketing and measuring their performance. In the second part, I analyzed the way brand worked with individual tools of commuciation mix and then I evaluated the tools according to established criteria such as impresion, interaction, web traffic and conversions. I used analytical tools to evaluate the success of each of the communication mix tools. After evaluating the communication mix tools, I suggested recommendations for further brand communication on the Internet. The biggest impact on the results of the campaign had Facebook, which clearly dominated among all of the tools from the point of view of all the criteria.
9
Lazareva, Ekaterina. "Online marketing vybrané firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359002.
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The aim of this master thesis is to analyze the current state of the companys marketing activities on the Internet (using the SEO PPC advertising social networks activities web traffic) and evaluate effectiveness of online marketing strategy. Thesis includes analysis of online communication of competitors companies on the Czech market. Basing on these analyzes recommendations and suggestions for improving the effectiveness of online marketing tools were presented.
10
Kolibius, Mischa. "Online-Marketing für Bio-Produkte." [S.l.] : [s.n.], 2002. http://www.unisg.ch/www/edis.nsf/wwwDisplayIdentifier/2583.
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Mecea, Vlad, and Sara Strandberg. "Online Marketing of Medical Devices." Thesis, Uppsala University, Department of Business Studies, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-8615.
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Jochims, Heike. "Erfolgsfaktoren von Online-Marketing-Kooperationen /." Wiesbaden : Dt. Univ.-Verl, 2006. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=014860467&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.
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Lelong, Floriane, and Julien Tartas. "The olfactory experiential marketing online." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25478.
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Pura, Karolina. "Effectiveness of online marketing tools." Master's thesis, NSBE - UNL, 2013. http://hdl.handle.net/10362/9813.
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Paulovičová, Marika. "Online marketing jazykového centra Laurus." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113025.
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This master's thesis deals with online marketing of the Language centre Laurus. The main objectives of this work are the assessment of the current state of online marketing of the Language centre Laurus, evaluation of the effectiveness of used communication channels, and recommendations leading to higher commercial success of the web pages. The theoretical part consists of three blocks. The first chapter is devoted to web sites, information architecture, usability and accessibility. The next chapter introduces the possibility of building traffic on web pages, and the third part consists of analysis of the competition. The following chapter includes methodology in which the used tools and procedures of the analysis are introduced. The practical part of the thesis includes introduction and analysis of the online marketing activities of the Language centre Laurus in that is the central part composed of the PPC advertising, SEO analysis and user testing of the web pages. The conclusion of the practical part includes the evaluation of the online marketing activities of the Language centre Laurus and recommendations for further procedures in the field of online marketing activities of the centre.
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Plimlová, Petra. "Online marketing elektronického obchodu Alafia.cz." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162819.
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The aim of this thesis is to analyze online store Alafia.cz and propose recommendations which should lead to development of this e-shop. The theoretical part describes the legal, technical and other requirements for the operation of the Internet business. The analytical part first describes the current condition, then the store is analyzed from the perspective of the whole, and in terms of online marketing tools. The analysis focuses on both the usability of the website and SEO, PPC or goods price comparison. The final section provides an overall evaluation of online marketing and specific recommendations for further development of e-commerce.
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Jandl, Štěpán. "Online marketing internetových stránek Golfprint.eu." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199047.
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The Master's thesis "Online marketing of website Golfprint.eu" deals with various aspects of website pages Golfprint.eu. The main objective of Master's thesis is based on the analyzes and studies to assess the specific Internet project, examine the strategy and formulate concrete proposals and recommendations with a view to the next time period. In addition to the broadly defined area of internet marketing and learn about the standard tools and factors that ensure an adequate commercial success. At the same detail to present selected web project and specify its main aims and objectives in the marketplace.
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Jedličková, Martina. "Online marketing značky L'Oréal Professionnel." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-264369.
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The aim of this master thesis is to analyse and evaluate marketing activities of the brand LOréal Professionnel in online environment. Evaluation is based on goals of each used tool. Thesis includes comparison of communication in three countries, where brand applies unified strategy and way of communication. Results are analysed for the Czech republic, Slovakia and Hungary. This thesis include analyse of web pages, search engine marketing and communication on social media. Also emailing is mentioned but there are not so many results since brand started recently with this activity. In the end there are conclusions and recommendations based on analyses of used tools for online marketing.
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Havlíčková, Olga. "Online marketing kulturního sektoru. Návrh online marketingové strategie vybraného divadla." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193605.
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The aim of this master's thesis is to examine the options and advantages of using online marketing by cultural organisations, especially theatres. The introductory part of this thesis explains essential terms related to online marketing and specifics of internet media. It also gives an overview of internet marketing tools, which can be effectively used in communication of cultural organizations. A second part of the thesis is focused on developing online marketing strategy for the Divadlo v Řeznické Theatre. The strategy is based on information obtained from a research carried out by the author of this thesis. The research includes a situation analysis, benchmarking, interview with marketing manager of Divadlo v Řeznické and a survey research made among the theatre visitors.
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Shamina, Yana. "Marketing of luxury products." Doctoral thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-114052.
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The world of luxury products for many years was reserved only for the selective and exclusive audience. It looked like it was impossible to experience it or to get in for someone from outside. Marketers of luxury brands have created such an environment where clients could feel exclusivity and enjoy timeless quality, values, history and heritage of the brand. It is very important to maintain the traditional values for luxury brands but in order to stay in touch with the target audience, luxury producers have to face and adapt to rapidly changing environment. There are a lot of debates about comparability of the Internet and luxury, as digital world is too impersonal comparing with core competence of luxury: exclusivity, outstanding experience and human touch in everything including craftsmanship, personal selling and customer relations. In current environment luxury companies cannot ignore the importance of the Internet as a communication and transaction tool and have to stay in touch with its target audience. The main contribution of this dissertation thesis is an analytical framework "features of importance for online luxury consumer satisfaction" that will help luxury marketers to understand online luxury consumers, their motivations, behavior and preferences. Additionally, framework presents the up-to-date data that can be executed while creating digital marketing communications strategy. The influence of content, social, process and technology gratifications on the online luxury consumer satisfaction was investigated. By incorporating the quantitative approach it was possible to make a deep analysis of the research problem. To obtain the necessary data the group structured questionnaire was used to analyze the proposed research model. A total of 133 respondents were accepted for the investigation. Analysis of correlation proved the positive relation between gratifications and luxury consumer satisfaction, even thought, proposed gratifications had different influence on the satisfaction. Content and technology gratifications had the most strong and positive influence on the satisfaction. However, from the obtained results it is visible that social gratification had the least important but still positive effect on the luxury consumer satisfaction. The obtained results are a valuable asset for the luxury companies as research revealed the main directions and themes on which luxury marketers should stress while creating online communication strategies.
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Zábská, Eliška. "Online marketingový plán 5* hotelu." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-205165.
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The aim of the thesis is to create a realistically usable online marketing plan of a chosen 5* hotel in Prague. The most important and used marketing communication tools will be defined and the importance and nature of marketing planning delineate in the thesis. The practical use will be outlined through an elaboration of a marketing plan including marketing audit, goals setting and proposal of an action plan for an upcoming planning period.
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Amrhein, Corinna. "Erfolgsfaktor Online-Marketing Strukturen - Optimierung - Anwendung." Saarbrücken VDM, Müller, 2005. http://deposit.d-nb.de/cgi-bin/dokserv?id=2867622&prov=M&dok_var=1&dok_ext=htm.
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Boemi, Verónica. "Marketing online aplicado a pymes mendocinas." Bachelor's thesis, Universidad Nacional de Cuyo. Facultad de Ciencias Económicas, 2012. http://bdigital.uncu.edu.ar/4934.
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En este trabajo se analizarán las propuestas de marketing presentes en el mercado del siglo
XXI. Para ello se tendrá en cuenta que uno de los principales objetivos del marketing es que las
organizaciones den a conocer sus productos.
Actualmente se compite en un mundo tan globalizado que es difícil que una empresa pueda
destacarse por encima del resto. En este gran enjambrado de organizaciones pueden encontrarse
grandes corporaciones como pequeñas y medianas empresas (PYMES). Desde firmas que invierten
millones de recursos para darse a conocer contra otras que poseen escasos recursos para poder
sobrevivir.
Teniendo en cuenta lo anteriormente expuesto, el objetivo del presente escrito será analizar las
estrategias de marketing que están al alcance de las PYMES en Mendoza. Se centrará la atención en
las diversas herramientas virtuales que pueden utilizar para dar a conocer sus productos dentro del
sector en el que desarrollan sus actividades. Se analizarán aspectos como: ventajas y desventajas de
cada herramienta de marketing online, recursos que se necesitan en cada una de estas y como puede el
marketing virtual llegar a la mayor cantidad posible de clientes y potenciales sin invadir la privacidad
de las personas, de una forma rápida, eficiente y segura.
Al hablar de herramientas online, web sites, etc., es imposible no hablar de TIC´s (Tecnologías
de Información y Comunicación) y del nuevo marketing: el Marketing 2.0. Por ello es que este trabajo
profundizará sobre este nuevo enfoque viendo las futuras tendencias, así como ventajas a explotar y
amenazas para evitar en el futuro.Fil: Boemi, Verónica. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.
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Mallo, Angelina, and Mira Vincze. "Future of online marketing: Consumer Recommendations." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-246041.
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The purpose of this thesis is to research how consumer recommendations can be used in terms of marketing and sales purposes in the Fast Moving Consumer Goods sector. Due to technological changes and a shift from traditional to digital marketing, the way of communicating to the audience has changed. Consumer recommendations, micro influencers and social media platforms are a part of digital marketing that is growing progressively. The paradigm of the thesis is interpretivism with following a qualitative research method, inductive reasoning and a case study in focus. The findings show that digital marketing, thanks to aspects as social media and e-commerce, has been growing, however has not completely taken over the marketing field. Influencers are getting a bigger role as marketing tools with the shift of power evolving. Due to these reasons is why and how consumer recommendations have become such a big trend nowadays.
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Targett, Paul Barrie. "Marketing Strategies to Improve Online Sales." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6134.
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Marketing executives of traditional retail firms who lack strategies to expand e-commerce business, can experience inhibited growth, higher transaction costs, and a loss of competitive advantage. The purpose of this qualitative single case study was to explore marketing strategies that marketing executives of a traditional retail firm used to improve online sales. Eight purposefully selected marketing executives in the head offices of a large traditional retail business in South Africa who had implemented effective marketing strategies to improve online sales participated in the study. Social exchange theory was the conceptual framework for the study. The data collection process entailed face-to-face semistructured interviews and review of company and industry-specific documentation. Data were coded and analyzed to identify emergent themes: the use of customer relationship management to drive marketing strategies; positive exchange relationships that are primarily measured in economic and benefit-orientated terms; trust that relies on safety, security, and privacy of transactions; and reciprocity in the relationship that is facilitated through electronic word of mouth and social media. The implications for positive social change from increased profitability include increased employment opportunities in the local community, improved working conditions and benefits for employees, and increased charitable contributions locally, thereby improving the quality of life for employees and the community.
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Kenola, K. (Katri). "Online-videoiden hyödyntäminen markkinointiviestinnässä." Master's thesis, University of Oulu, 2016. http://urn.fi/URN:NBN:fi:oulu-201603101288.
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Viime vuosikymmenen aikana lisääntynyt äänen ja videon käyttö sekä informaatioteknologian kehitys ovat tehneet erään digitaalisen markkinointiviestinnän työkalun, online-videon, tuottamisesta ja lataamisesta helppoa kaikille organisaatioille ja internetin käyttäjille. Vaikka online-video on yhä melko uusi työkalu organisaatioille, kasvaa sen käyttö markkinointiviestinnässä jatkuvasti. Online-videoiden käytöstä on puhuttu jonkin verran uudessa, markkinointiin liittyvässä liike-elämän kirjallisuudessa, mutta aihe on saanut jalansijaa vain muutamissa digitaaliseen markkinointiin liittyvissä tieteellisissä tutkimuksissa.
Tämän tutkimuksen tavoitteena on lisätä ymmärrystä siitä, miten yritykset voivat hyödyntää online-videoita markkinointiviestinnässään. Vastauksia tutkimuksen pääkysymykseen etsitään tarkastelemalla suomalaisten pk-yritysten online-videoiden hyödyntämistapoja digitaalisen markkinointiviestinnän osa-alueiden, tavoitteiden, online-videoiden sisällön ja kanavien, sekä haasteiden kautta. Tutkimuksessa online-videot on määritelty videoiksi, jotka ovat saatavilla 24 tuntia vuorokaudessa internetin videonjakopalveluilla.
Tutkimuksen teoreettinen viitekehys pohjautuu markkinointiviestintäprosessin teorioihin, ja se on muodostettu digitaalista markkinointia, markkinointiviestintää, sisältömarkkinointia, sosiaalista mediaa ja online-videoita käsittelevän kirjallisuuskatsauksen avulla. Tutkimuksen empiirinen osuus toteutettiin laadullisin menetelmin keräämällä aineisto puolistrukturoiduilla teemahaastatteluilla sekä sisällönanalyysillä. Koska online-videoiden käyttöä markkinointiviestinnässä ei ole juuri lainkaan tutkittu, pyritään tässä tutkimuksessa tuottamaan uutta tietoa, ei testaamaan olemassa olevaa teoriaa. Tutkimuksessa on hyödynnetty kahta erilaista tutkimusmenetelmää monipuolisen ja syvällisen tiedon saamiseksi.
Tutkimuksen empiirisen aineiston perusteella muokatusta viitekehyksestä voidaan selkeästi nähdä online-videoiden rikkaat hyödyntämismahdollisuudet markkinointiviestinnässä. Videoiden käytön tavoitteet voivat olla joko myynnillisiä tai ei-myynnillisiä, ja videoita voidaan hyödyntää usealla eri markkinointiviestinnän osa-alueella. Suurimpana tutkimuksen kontribuutiona on sisältömarkkinoinnin lisääminen yhdeksi markkinointiviestinnän osa-alueeksi. Uutena tuloksena on myös online-videoiden vuorovaikutteinen sisältö. Videonjakokanavista käytetyimmät ovat YouTube ja Facebook, ja jakamisen osalta huomioitavaa on yritysten kanavilla oleva ei-julkinen sisältö. Haasteista suurimmat ovat aikaan, rahaan ja henkilöstöön liittyvät rajalliset resurssit.
Tutkimustulokset antavat erityisesti pk-yrityksille tärkeää tietoa online-videoiden laajoista hyödyntämismahdollisuuksista liiketoiminnassa. Useamman tapauksen tapaustutkimus, aineiston harkinnanvarainen otanta sekä triangulaatio parantavat yleistettävyyttä, vaikkei tutkimuksen tuloksia voida yleistää globaalilla tasolla. Rikkaiden tulosten mahdollistamiseksi sisällytettiin tutkimukseen vain sellaisia yrityksiä, jotka jo aktiivisesti käyttävät online-videoita osana markkinointiviestintää, mikä on tulosten kannalta osittain myös rajoittava tekijä.
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Jermářová, Karolína. "Online marketingová strategie portálu Divadlo.cz." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71813.
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The objective of this thesis is to propose an online marketing strategy for the Divadlo.cz web portal, which is currently undergoing a complete redesign including the extension of functions and services provided to its users. The proposed mix of marketing activities should help to increase the target groups' awareness of news on the web and provide the increase of the targeted visit rate. At the same time I focused on the possibilities of the increase of the web conversion ratio and, on the basis of the analyses and user testing performed, I proposed some changes on the web, which will contribute to the creation of more user-friendly environment and will facilitate the achievement of the web's objectives. Owing to the fact that the operator of the portal is the Arts Institute - Theatre Institute, which is a state-funded organization founded by the Ministry of Culture of the Czech Republic, I selected such marketing methods which least burden the budget and their staffing can be mostly provided in-house. The elaboration of this thesis was primarily based on my own knowledge and experience, obtained by several years of self-study and work in a company, which engages in web design and Internet marketing. The entire thesis is divided into two main parts; the first, theoretical part deals with the Internet marketing itself and its selected tools, which can be utilized during the creation of online marketing strategy of the web in the non-profit sector. In the other, principal part I focus exclusively on the Divadlo.cz portal: first I subject the portal to web analyses and user testing, and in the conclusion I propose the specific marketing strategy for the increase of the web visit rate, divided into the following components: subject, time, finances and personnel.
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Simion, Alina. "The effectiveness of online sponsorship." Thesis, Université de Lorraine, 2018. http://www.theses.fr/2018LORR0315.
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Cette thèse a comme objectif d’analyser l’efficacité du parrainage en ligne, dans le cadre de la communication de l’entreprise. La revue de la littérature comprend deux parties : les caractéristiques de base du parrainage en ligne (chapitre I) et le traitement du parrainage en ligne et ses effets (chapitre II). Le chapitre I présente une analyse des principes de base du concept de parrainage et des communautés en ligne, ainsi que leur impact sur les consommateurs. La section I.2 est consacrée à notre sujet de recherche, le parrainage en ligne. Nous présentons l'état de l'art, définissons et classons le parrainage en ligne et soulignons les principales différences entre le parrainage traditionnel et en ligne et entre le parrainage en ligne et la publicité en ligne. Une synthèse des premières études préliminaires est également discutée.Le chapitre II est consacré au traitement et aux effets du parrainage en ligne ainsi qu’au développement du modèle de recherche. Ce chapitre comprend une analyse de trois cadres théoriques différents et détaille le raisonnement qui nous a amenés à développer le cadre intégratif du parrainage en ligne. Les principales hypothèses de recherche sont émises et le modèle de recherche est développé. Nous résumons la méthodologie de recherche, les résultats et les implications, ainsi que les limites et les orientations futures de recherche.Le chapitre III détaille notre approche et présente des arguments pour la phase expérimentale. La section III.3 présente l'opérationnalisation des variables et la section III.4 les résultats des tests préalables, les variables manipulées et les groupes d'échantillonnage. Le chapitre IV résume l'analyse des données et les résultats. Nous rappelons les variables incluses dans le modèle et déterminons le profil sociodémographique de l'échantillon. La section IV.4 précise les résultats de l'évaluation de la normalité et de l'analyse univariée pour les variables considérées. La validation du modèle définit les méthodes utilisées pour l'analyse des données, la portée de la recherche, la validation des échelles de mesure (modèle externe), ainsi que les relations structurelles et les tests d'hypothèses. Les paramètres de qualité du modèle final sont analysés pour évaluer la fiabilité du modèle. Enfin, les résultats de l'analyse multi-groupe, les conclusions et implications, les limites et les axes de recherche futurs sont exposésThe aim of this thesis is to analyze the effectiveness of online sponsorship, as part of the company’s communication mix. The literature review consists of two parts: basic characteristics of online sponsorship (chapter I), and processing of online sponsorship and effects (chapter II). In chapter I, we conduct an analysis of the fundamentals of the sponsorship concept and the Internet and online communities, and how they have impacted consumers. Section I.2 is dedicated to our main object of research, online sponsorship. In this part, we present the state of the art, define and classify online sponsorship, and we underline the main differences between the traditional and online sponsorship and between online sponsorship and online advertising. A synthesis of the first preliminary studies is also discussed. Chapter II focuses on online sponsorship processing and effects and the development of the research model. The chapter comprises an analysis of three different theoretical frameworks and details the reasoning which led us to develop the integrative framework for online sponsorship. Sponsorship outcomes, processing context and impact factors are analyzed. Within section II.2 the main research hypotheses are emitted and the research model is developed in section II.3. We summarize the research methodology, the results and implications, along with the limitations and future research directions of the current research. Chapter III details our research approach and arguments for the selected online sponsorship format to be studied further in the experimental phase. Section III.3 presents the variables' operationalization and section III.4 the experiment's pre-tests results, the final experiment conditions and sampling groups. Chapter IV describes the data analysis and results. We recall the variables included in the model and present the socio-demographic profile of the sample. Section IV.4 details the normality assessment and univariate analysis results for the considered variables. The validation of the model details the methods used for the data analysis, the scope of the research, the validation of the measurement scales (outer model), and the structural relationships and hypotheses' tests are also discussed. The final model quality parameters are assessed to evaluate the reliability of the model. Finally, the results of the multi-group analysis, the conclusions and implications, the limitations and future research directions are exposed
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Kapusta, Tomáš. "Využití online nástrojů v marketingové komunikaci." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-71804.
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Diploma thesis deals with dynamically developing medium -- Internet and focuses on its marketing usage. At first the thesis describes development of the Internet worldwide, in Czech republic and analyzes czech Internet users. Then follows description advantages and disadvantages of the Internet as a marketing tool and media analyses. The thesis also describes various kinds of Internet marketing tools as viral marketing, buzz marketing, social networks and others. In section buzz marketing is focus on insight into real work in media communication agency . The gained information are used as a theoretical background in practical part where is carried out secondary and primary research regarding impact and characteristics of viral videos. The final outcome is summary of key findings and set of recommendations for designing successful viral video based on previous analyses.
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Kuděla, Ondřej. "Strategie online marketingu projektu iUcto.cz." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-199733.
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The share of online marketing activities in the marketing of companies continues to grow. But without an online marketing strategy, it is impossible to effectively coordinate activities and exploit the full potential that online marketing offers. The main objective of this thesis is to analyze the state of online marketing tools of iUcto.cz project and suggest recommendations, which will then enable the creation of meaningful and effective online marketing strategy. The various online marketing tools are described in the theoretical part of this thesis. It is followed by a brief description of the used tools, presentation of the iUcto.cz project and its competitors, and analysis of the iUcto.cz website, in the practical part. Based on this, the specific recommendations for online marketing channels, which could be interesting for the iUcto.cz project, are stated in the final part of this thesis.
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Ahlo, Joseph. "Online Product Perception| Improvements for the Design of Products Sold Online." Thesis, Union Institute and University, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=13804540.
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At its simplest, product design can be described as the steps taken to actualize a product that best solves an identified customer problem. Though the process of product design is not set-in-stone, designers remain focused exclusively on the in-person experience between customers and products. Such a perspective has allowed designers to create products with exceptional precision, elevating the overall experience for customers. However, provided that the adoption of online shopping continues en masse, exploring how designers can engage product design and online shopping together is timely.
This study proffered a new model and design perspective for designers to more effectively create products that are likely to be investigated and purchased online. This model is a rubric for measuring the difference, if any, between how a product is intended by designers to be perceived online versus what is perceived by customers online. Through a descriptive, quantitative study, cross-checked by open-ended qualitative interviews, the results from 50 survey participants and 10 interviewees indicated that the dimensions of the model – familiarity (incongruent form, as described by Noseworthy and Trudel, 2011), understandability (prototypical isolation, as described by Ramachandran & Hirstein, 1999), and reward (multiple anticipations, as described by Eyal, 2014) – are key indicators of how customers evaluate and favor products online. The results suggest that by integrating an online perception evaluation step into the prototyping stage of development, the emergent design will be improved; in turn, allowing designers to produce a more competitive product for the online marketplace.
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Mäkinen, H. (Heidi). "Customer experience in online environments." Master's thesis, University of Oulu, 2018. http://urn.fi/URN:NBN:fi:oulu-201806062491.
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Thus far the existing literature regarding customer experience has not examined the concept considering the influence of different online environments. However, this research gap has been addressed from all quarters. Given the ongoing shift from online environments enabled by stationary desktop devices to mobile online environments, it is important to gain understanding about the dynamics between the customer experience and these aforementioned online environments, that are selected under examination in this study.
The aim of the study is to strengthen understanding of customer experience in the context of online environments. This study enhances extant knowledge from consumers viewpoint in an international setting by concerning the core components of online customer experience based on the conceptualization of Trevinal & Stenger (2014).
This Master’s thesis carries out a study particularly focusing on the target group of young women. Following the principles of exploratory qualitative research, the empirical data was collected in semi-structured interviews with seventeen Finnish and Russian citizens, who on a frequent basis utilise the environments under examination. Data analysis was conducted by means of template analysis.
This study makes a general remark that consumers continuously strive for optimising their experience online. The findings outline that the most optimal customer experience online develops in a situational manner, where the attributes of online environments and the components that form the experience, in addition to the cultural influences, have a significant effect on the ultimate customer experience online. As for culture influencing the experience, the results outline that values such as trust and privacy have a great impact on the experience when comparing different nationalities.
Managers responsible for designing the winning online customer experience should be aware of the influence of different online environments in addition to culture. The results of this study offer useful information about consumer behaviour and explain why consumers choose certain environments to accomplish their tasks online.
This study contributes the literature by providing empirical evidence regarding the key components of customer experience online along with outlining the influence of different online environments. For future research, there is a need for continuing the exploration as consumers adopt more and more recent technologies to enhance their experiences online.
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Nass, Ole. "Optimizing Online Marketing Efficiency By Analyzing the Mutual Influence of Online Marketing Channels with Respect to Different Devices." Doctoral thesis, Universitat Politècnica de València, 2019. http://hdl.handle.net/10251/122296.
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[ES] ¿Cómo es la atribución en un entorno de omnicanal? Se puede determinar una distinción
importante en contraste con la atribución en un entorno multicanal. Además de proporcionar
el proceso de análisis de marketing, una especificación del proceso estándar intersectorial
para la minería de datos (CRISP¿DM), se utiliza un enfoque de método mixto secuencial para
analizar la cuestión principal de la investigación.
En el primer paso de esta investigación se analizan las características y los requisitos de
atribución eficiente en un entorno omnicanal. A partir de entrevistas semiestructuradas con
expertos y de un proceso de investigación bibliográfica holística estructurada, se identifica
claramente la falta de un enfoque de atribución omnicanal. Los enfoques de atribución
existentes se identifican mediante la realización de un proceso estructurado de revisión de la
literatura. Estos enfoques identificados se evalúan aplicando los resultados de las entrevistas
semiestructuradas con expertos, es decir, los requisitos y características de una atribución
omnicanal eficiente. Ninguno de los enfoques de atribución identificados cumple con la
mayoría de los requisitos de omnicanal analizados.
Al tener la brecha de investigación ¿ la falta de un enfoque de atribución de omnicanales ¿
claramente identificada, se desarrolla un enfoque de atribución de omnicanales en la segunda
parte de esta investigación presentada. Utilizando la metodología MAP, la principal laguna de
investigación se llena proporcionando el Holistic Customer Journey (HCJ): una base de datos
lista para el omni¿canal y un enfoque de atribución de omni¿canal correspondiente. Entre
otras cosas, el enfoque de atribución desarrollado consiste en una clasificación de aprendizaje
automático. Esta investigación presentada es la primera en utilizar información de casi
240.000.000 de conjuntos de datos de interacción, que contienen información entre
dispositivos y entre plataformas. Todas las fuentes de datos subyacentes son proporcionadas
por una de las plataformas inmobiliarias más grandes de Alemania.[CAT] Com és l'atribució en un entorn de omnicanal? Es pot determinar una distinció important en contrast amb l'atribució en un entorn multicanal. A més de proporcionar el procés d'anàlisi de màrqueting, una especificació del procés estàndard intersectorial per a la mineria de dades (CRISP¿DM), s'utilitza un enfocament de mètode mixt seqüencial per analitzar la qüestió principal de la investigació. En el primer pas d'aquesta investigació s'analitzen les característiques i els requisits d'atribució eficient en un entorn omnicanal. A partir d'entrevistes semiestructurades amb experts i d'un procés de recerca bibliogràfica holística estructurada, s'identifica clarament la falta d'un enfocament d'atribució omnicanal. Els enfocaments d'atribució existents s'identifiquen mitjançant la realització d'un procés estructurat de revisió de la literatura. Aquests enfocaments identificats s'avaluen aplicant els resultats de les entrevistes semiestructurades amb experts, és a dir, els requisits i característiques d'una atribució omnicanal eficient. Cap dels enfocaments d'atribució identificats compleix amb la majoria dels requisits de omnicanal analitzats. En tenir la bretxa de recerca ¿ la manca d'un enfocament d'atribució de omnicanales ¿ clarament identificada, es desenvolupa un enfocament d'atribució de omnicanales a la segona part d'aquesta investigació presentada. Utilitzant la metodologia MAP, la principal llacuna de recerca s'omple proporcionant el Holistic Customer Journey (HCJ): una base de dades a punt per al omni¿canal i un enfocament d'atribució de omni¿canal corresponent. Entre altres coses, l'enfocament d'atribució desenvolupat consisteix en una classificació d'aprenentatge automàtic. Aquesta investigació presentada és la primera a utilitzar informació de gairebé 240.000.000 de conjunts de dades d'interacció, que contenen informació entre dispositius i entre plataformes. Totes les fonts de dades subjacents són proporcionades per una de les plataformes immobiliàries més grans d'Alemanya.
[EN] What does attribution in an omni¿channel environment look like? A major distinction can be determined in contrast to attribution in a multi¿channel environment. Besides providing the Marketing Analytics Process, a specification of the Cross¿industry standard process for data mining (CRISP¿DM), a sequential mixed method approach is utilized to analyze the main research question. Within the first step of this presented research characteristics, and requirements of efficient attribution in an omni¿channel environment are analyzed. Based on semi¿structured expert interviews and a holistic structured literature research process, the lack of an omni¿channel attribution approach is clearly identified. Existing attribution approaches are identified by conducting the structured literature review process. Those identified approaches are evaluated by applying the results of the semi¿structured expert interviews - the requirements and characteristics of efficient omni¿channel attribution. None of the identified attribution approaches fulfill a majority of the analyzed omni¿channel requirements. By having the research gap - the lack of an omni¿channel attribution approach - clearly identifed, an omni¿channel attribution approach is developed in the second part of this presented research. Utilizing the MAP methodology, the main research gap is filled by providing the Holistic Customer Journey (HCJ): an omni¿channel ready data foundation and a corresponding omni¿channel attribution approach. Among other things the developed attribution approach consists of a machine learning classification. This presented research is the first to utilize information from almost 240.000.000 interaction data sets, containing crossdevice and cross¿platform information. All underlying data sources are provided by one of Germany's largest real¿estate platforms.
Nass, O. (2019). Optimizing Online Marketing Efficiency By Analyzing the Mutual Influence of Online Marketing Channels with Respect to Different Devices [Tesis doctoral no publicada]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/122296
TESIS
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Voráček, Jiří. "Online marketingový audit." Master's thesis, Česká zemědělská univerzita v Praze, 2017. http://www.nusl.cz/ntk/nusl-262757.
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This diploma thesis deals with online marketing at Alensa, s.r.o. (Ltd.) The first part of the thesis examines the basics of online marketing, including its tools. The next part analyses three foreign projects within Alensa, based on an online marketing audit. This thesis analyses all three websites by their traffic and their standing among their competitors. The next part of the thesis is devoted directly to the online marketing tools. These online marketing tools are discussed individually and with comments related to their values. SEO analysis was done from a technical perspective. The effectiveness of the website based on site usability and trustworthiness was also analysed. This dissertation aims to assess the current state of online marketing in Alensa and tries to reach a more general conclusion by analyzing three markets simultaneously. The conclusion of this thesis includes comments on all the results and proposes some recommendations to help the company to succeed in terms of online marketing.
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Ruetsch, Diego. "Community Management Marketing in unabhängigen Online-Communities /." St. Gallen, 2007. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/01653518002/$FILE/01653518002.pdf.
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Langášová, Markéta. "Online marketing communication of leadership development company." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-264355.
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The main goal of this masters thesis is to analyze current marketing communication of a specific leadership development company active and the Czech market and its effectiveness. Based on the results recommend measures for improvement using appropriate channels. In the first part theoretical background of online communication, strategic framework and measurement of performance is introduced. Statistics, expert surveys and insight from opinion leaders from the field are included to provide more practical and comprehensive understanding of approach to individual channels, current trends and potential future development. Second part is dedicated to analysis of online communication strategy of chosen leadership development company. Analysis are based on interviews with relevant target group, comparison of online activities of competition and clickstream analysis of data from Google Analytics of various communication channels.
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Zhang, Lingling. "Essays on Online and Multi-Channel Marketing." Thesis, Harvard University, 2016. http://nrs.harvard.edu/urn-3:HUL.InstRepos:32744402.
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Firms increasingly adopt online and multi-channel marketing strategies to reach and persuade consumers. Therefore, designing an effective marketing mix is critical to their success. The aim of my dissertation is to understand the strategy behind firms’ channel choices and assess marketing effectiveness. It consists of three large-scale empirical studies examining several important aspects of online and multi-channel marketing.
My first essay focuses on the business-to-business (B2B) interactions involving online platforms, which serve as new channels for traditional merchants to reach consumers and grow business. Using data from the daily deal market, we specify a structural model that examines consumer choices on the demand side and firm strategies on the supply side. In particular, we incorporate merchant heterogeneity and allow prices to be jointly determined by merchants and platforms through negotiation; both of these match the real-world complexity but are challenging to be modeled theoretically. Our results show how platform size, commission rate, and the allocation of price-bargaining power jointly determine the price setting and the platform differentiation among merchants.
Essay two studies to what extent marketers’ actions can affect the reach of video advertising campaigns through influencing the amount of user-generated content. To do so, we compile a unique and comprehensive data set on ad campaigns conducted on video sharing sites such as YouTube. We find that several instruments under the control of advertisers can influence how much the reach of a campaign benefits from user-generated content. Our results underscore that, with the right strategy, advertisers can substantially increase the number of impressions that their online video campaigns yield.
Essay three assesses the effect of advertising and personal selling in the U.S. presidential elections, where advertising involves both candidate campaign ads and those sponsored by outside political interest groups and personal selling takes the form of field operations. We set up a structural model that treats campaign allocation as endogenous and also allows the campaign effect to vary across individuals. Among the many findings, we show that field operations are more effective for partisan voters whereas candidate campaign ads are effective for non-partisans. Interestingly, ads from outside political groups are more effective for partisans than for non-partisans. Our counterfactual results indicate that field operations play a critical role in the 2008 and 2012 elections while the importance of ads is only substantial in a close competition like the 2004 election.
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Pfendert, Eva. "Marketing im Internet Kundenbindung bei Online-Services /." [S.l. : s.n.], 2003. http://www.bsz-bw.de/cgi-bin/xvms.cgi?SWB11675571.
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Kluge, Philipp Nikolaus [Verfasser]. "Marketing Luxury Goods Online / Philipp Nikolaus Kluge." Frankfurt a.M. : Peter Lang GmbH, Internationaler Verlag der Wissenschaften, 2017. http://d-nb.info/1140368125/34.
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Civiero, Stefano <1989>. "Wine Marketing Online: vino ed e-commerce." Master's Degree Thesis, Università Ca' Foscari Venezia, 2016. http://hdl.handle.net/10579/7762.
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La ricerca è stata realizzata in collaborazione con lo studio web PromoService Srl di Chiarano (TV).L'obiettivo è di trovare le leve di vendita online che incrementino il tasso di conversione di un sito di commercio elettronico dedicato alla vendita di vino. Inoltre, si propone di verificare lo stato e la diffusione degli e-commerce tra cantine e distributori vincoli. La ricerca è stata realizzata attraverso la somministrazione di due questionari distinti, rispettivamente a produttori e consumatori di vino. Dopo una breve presentazione della società e del web 2.0, oltreché del sistema agroalimentare, che fa da cornice al mercato vinicolo, vengono analizzati i risultati dei due sondaggi in base all'oggetto di ricerca. Nell'ultimo capitolo, viene presentato il "wine marketing mix online", elemento di partenza fondamentale per una corretta strategia in rete, in base, anche, ai dati emersi dalle indagini effettuate in precedenza. Infine, con l'utilizzo dell'eye tracking e delle web analytics, viene ottimizzato il sito di commercio elettronico di una nota azienda vincola del Sudtirol "Erste Neue", aderente al progetto e-commerce dello studio web "GeppaWine: Acquista in Cantina".
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Price-Rhea, Kelly, Julia Price, and Deborah Hayes. "Online Doctoral Students at a Faith-Based University: Concerns of Online Education." Digital Commons @ East Tennessee State University, 2018. https://dc.etsu.edu/etsu-works/2756.
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Online doctoral education enrollment continues to rise, and the number of academic institutions who offer the degrees are increasing proportionately. Various types of institutions are involved in this growth, including those that are faith-based. Due to the competitive nature of all online doctoral degrees, including faith-based and secular programs, it is imperative to understand the needs and concerns of the students who enroll in such programs. Students enrolled in a faith-based university online doctoral program were surveyed regarding their concerns about online doctoral education. The results revealed three main themes of concerns/non-concerns, and these results could be beneficial to faith-based institutions who offer online doctoral education or plan to do so in the future.
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Horák, Luboš. "Affiliate marketing a možnosti jeho využití v prostředí internetu." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-72692.
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This diploma thesis analyzes one from online marketing segment -- Affiliate. Thesis is divided to two logical parts. In first part is described philosophy and functions of affili-ate marketing like a part of sales promotion strategy online. In second part is practically described how it works on some case-studies. In case-studies are described differences between Czech and foreign online environment. Thesis wants to describe this interesting and often marginalized segment of online marketing.
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Silva, N. Nicolás, and S. Carlos Pinto. "Plataforma de videojuegos online para PC." Tesis, Universidad de Chile, 2016. http://repositorio.uchile.cl/handle/2250/144136.
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TESIS PARA OPTAR AL GRADO DE MAGÍSTER EN MARKETINGNicolás Silva N. [Parte I], Carlos Pinto S. [Parte II]
El Mundo de los Videojuegos es una industria que ha presentado crecimientos sostenidos durante los últimos años a nivel mundial, tanto en Chile como también en América Latina y el resto del mundo las cantidades en Millones de dólares que mueve la industria son gigantescas. Los videojuegos están asociados a la industria del entretenimiento y artes como por ejemplo el deporte, la música, el cine, etc. pero la diferencia con estas otras industrias o alternativas de entretención es que un juego puede contener varios de estos mismos elementos. Pero ¿Qué ocurre en nuestro organismo cuando jugamos? nuestro organismo libera endorfinas, llamadas moléculas de la felicidad, las mismas que dan placer (Dr. Elías Arab psiquiatra clínica Las Condes, especialista médico en videojuegos) “va causando sensaciones placenteras y eso genera a nivel cerebral descargas de dopaminas y estimula el circuito de recompensa que es el mismo que se activa en adiciones”. Es por esto que en algunas personas los videojuegos pasan a ser elemento fundamental y parte de su vida cotidiana. Estos datos han llamado fuertemente nuestra atención y por lo tanto hemos decidido enfocar nuestro plan de marketing al tema de los Videojuegos.
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Stankovský, Jakub. "Online marketingová strategie vybrané společnosti ve finančních službách." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-198823.
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The diploma thesis is about new trends in online marketing. It focuses on online marketing tools and how to realize successful online marketing activity. The thesis is the analysis of the current company state. Based on informations gathered propose new strategy of content optimalization and social media strategy. How can the company enter the social network targeted on Facebook. Main areas are on-page and off-page factors in SEO and how to build Inbound marketing.
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Gibellini, Gabriele. "Sviluppo del Piano di Marketing in un’azienda di eCommerce - Il caso di MilkyWay." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2016.
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Nelle moderne economie il ruolo degli eCommerce sta inesorabilmente crescendo e l’errore che troppo spesso si nota essere compiuto è quello di sottovalutare la complessità di gestione di tali business; i negozi online, che fino a pochi anni fa erano considerati dei meri canali integrativi tra commercianti e consumatori, sono andati assumendo una precisa identità e dignità. Al fine di valorizzare al meglio l’attività commerciale è necessario dotarsi di strumenti di pianificazione e monitoraggio, tra cui uno dei principali è il piano di marketing.
L’enorme potenziale in termini di conoscenza dei consumatori ha messo le imprese operanti nel commercio elettronico in grado di pianificare e realizzare precise strategie di marketing, volte a determinare a quale segmento di mercato rivolgersi e in che modo posizionare e differenziare il proprio prodotto commerciale rispetto alla concorrenza. Il lavoro presentato in questa tesi prende spunto proprio da quest’ultima considerazione ed è volto a strutturare le fasi di redazione del piano per MilkyWay Shop, eCommerce di articoli sportivi, quindi fornire al lettore gli strumenti e un modello seppur ridotto ma testato ed efficace per compilare un piano di marketing ottimizzato per qualunque impresa operi nel settore del commercio elettronico, derivante da anni di tentativi ed esperienze accumulate in una Start Up che per definizione è costantemente soggetta al pivoting dei propri target e posizionamento.
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Bartošová, Veronika. "Strategie online marketingové komunikace pro stavební portál." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9394.
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Hesoun, Jan. "Inbound marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192814.
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The theme of the diploma thesis is the Inbound Marketing in the Internet environment. The dissertation is divided into three parts -- theoretical, practical and final. Inbound Marketing characteristic is outlined in the theoretical part along with detailed analysis of its components. The practical part includes the brief description of the computer and console games market in the Czech Republic; analysis of the online shop with computer and console games operated by GameLeader, s.r.o.; and the improvement suggestions for the current online presentation of considered company is presented. Finally, the online Inbound Marketing strategy solution is introduced to be implemented by GameLeader, s.r.o. company.
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Graça, Ana Filipa Barradinhas. "Marketing online no contexto da estratégia de comunicação." Master's thesis, FEUC, 2014. http://hdl.handle.net/10316/28051.
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Relatório de estágio do mestrado em Gestão, apresentado à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Filipe Coelho e Pedro Mendes.Este relatório tem como finalidade apresentar o trabalho desenvolvido durante o estágio curricular na área de Marketing Online, na empresa ISA – Intelligent Sensing Anywhere, sedeada no Instituto Pedro Nunes em Coimbra, necessário para obter o grau de Mestre em Gestão pela Faculdade de Economia da Universidade de Coimbra. O principal propósito do presente estudo foi o desenvolvimento de um projeto de Marketing Online, uma vez que a estratégia de marketing utilizada pela empresa assenta na utilização da Internet para comunicar com todos os seus stakeholders. Este trabalho demonstra a importância da internet como novo meio de comunicação, onde o cliente é mais participativo e está mais envolvido no sucesso de qualquer negócio. No princípio do documento é apresentado a evolução da comunicação, da internet e dos dois social media utilizados pela empresa (Social Media Marketing e E-mail marketing), de forma a compreender melhor o benchmarking desenvolvido através da análise de concorrentes e também conhecer os pontos fracos evidenciados na aplicação do Marketing Online existente. De seguida foi realizada uma análise crítica ao estágio e entidade de acolhimento, ao departamento e às principais atividades realizadas durante o mesmo. Por último, com as conclusões do trabalho é evidenciada a necessidade dos marketers conhecerem bem o meio online onde operam, de forma a desenvolverem uma estratégia de Marketing Online forte e que lhes permita ganhar vantagem sobre a concorrência. Por este motivo, o conteúdo colocado nas redes sociais e em todos os outros meios online deve ir de acordo com as necessidades dos clientes, com o intuito de proporcionar valor aos mesmos e ganhar a sua confiança.
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Debiasi, Sara. "Content Marketing: Attirare Clienti Online con i Contenuti." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2020. http://amslaurea.unibo.it/22205/.
Full textAbstract:
Il content marketing è una branca del marketing che prevede la condivisione di contenuti di valore per attirare nuovi clienti. Questa tecnica di marketing vede particolare utilizzo ai giorni nostri, con social network e blog. Questa tesi si propone di affrontare l’argomento del content marketing, spiegando in cosa si differenzia dal marketing tradizionale, di cosa si tratta e come applicarlo, per arrivare alla fine all’esposizione di un caso studio.
Nel primo capitolo si discute il passaggio dal marketing tradizionale al content marketing. In questa prima parte si discute anche dell’inbound marketing e delle sue diverse fasi atte ad attirare clienti di qualità.
Nel secondo capitolo si discute più a fondo del concetto di content marketing, dandone una definizione chiara e spiegando l’importanza e le possibilità che scaturiscono dalla sua applicazione. Successivamente si illustra la nascita di questa metodologia, per arrivare agli strumenti utilizzati oggi.
Nel terzo capitolo si illustrano i passi da seguire per sviluppare una strategia di content marketing. Si presentano una serie di metodologie e di strumenti adatti allo sviluppo, alla creazione e al monitoraggio di una strategia nel tempo, illustrando attività complementari necessarie alla riuscita di una strategia di content marketing.
Nel quarto capitolo si analizza la strategia di content marketing di Airbnb. Si illustrerà la metodologia adottata dall’azienda e si analizzeranno il sito web e i social network. Questo caso permetterà di vedere applicati i concetti illustrati in precedenza.
Nel quinto capitolo si discuterà del caso studio trattato, individuando possibili lacune e ambiti di miglioramento, e notando come sono state applicate le metodologie illustrate precedentemente. Si identificheranno inoltre novità rispetto a quanto trattato.
Infine si illustreranno le conclusioni e considerazioni tratte dal lavoro svolto. Queste porteranno a dare un giudizio personale sull’attività di content marketing.
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Dejtanasoontorn, Sarunya, and Panumas Hanpermchai. "Purchasing Organic Foods Online Controversial Issue in Marketing." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12565.
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