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1
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.
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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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Rymeš, David. "Zhodnocení online marketingových aktivit hudebního e-shopu Music-City." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359690.
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The main objective of the thesis is to analyze existing online marketing activities of the Music City, one of the major retailers with the musical and audio equipment in the Czech Republic, and in context with the defined objectives, to evaluate a usage of the specific online marketing tools. The thesis deals with the evaluation of the web site, paid advertisement via search engines Google and Seznam, paid advertisement and marketing communication through the Facebook social network, both internal and external e-mailing as well as the cooperation with the e-commerce corporations, Heureka.cz and Zbozi.cz. Based on the analysis and findings, recommendations for streamlining of the marketing tools usage will be suggested.
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Paroulek, Luboš. "Online marketingová strategie společnosti SEVT, a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85271.
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This dissertation deals with issues of online marketing strategy of the company SEVT a.s. The mening part dealts with issues of internet marketing in general including tools of internet marketing. In the next part situation analysis of the company itself is performed. In this dissertation company's websites are closely examined, including visitou analysis, konversion analysis and so on. The next part is dedicated to the SEO and SEM problematics. Company's websites are rated based on their SEO principles and effectiveness of the websites is evaluated. Tools of internet marketing used in the company are analysed in the part SEM. Aim of this dissertation is to evaluate current online marketing strategy and design a new strategy, that will be more effective in the usage of internet marketing tools and in the mening of web presentation of the company itself. This new strategy should lead to the increase in earnings from the online marketing actitivities of the company.
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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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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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Stojaníková, Jana. "Online marketingová strategie vybrané společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162756.
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The goal of my Diploma Thesis was to show companies, they should focuse more on investing time and their money into SEO, PR articles as well as they should use social media to communication with their customers. This could be in a long run more efficient than spending money on PPC campaigns. The Diploma Thesis is divided into theoretical and practical part. The theoretical part is oriented on Online Marketing, it shows the basics of each online marketing strategy; SEO, PPC as well as new trends in this fast growing field. The practical part is focused on analyzing instruments of online marketing strategy of ESENNCE.CZ, which is a Czech provider of Experience Days.
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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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Kříčka, Martin. "Analýza marketingu ve start-upu Helveti s.r.o. (www.helveti.cz)." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359195.
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The aim of this thesis is to analyze the marketing tools of an e-commerce company, to evaluate them and to propose suggestions for improvement which will be implemented in the company strategy. The theoretical part describes the history of the Internet and its importance in the current business environment, the strategic procedures applied in online marketing and the description of individual marketing instruments. The practical part introduces the company, its products and its main competitors. Afterwards follows the analysis and comparison of the main online marketing tools and proposals for improvement which should be implemented in the marketing strategy are presented.
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Procházková, Magda. "Marketingová strategie pro firmu poskytující videokonference." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-72140.
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For success in the business market, all companies must have well-developed marketing strategy. In today's information society internet plays an important role and therefore an internet marketing strategy too. This thesis first briefly deals with the specifics of marketing and marketing in services. In addition it describes the marketing on the internet and its tools (SEO, PPC, etc.). The last chapter of theory describes creation of off-line and on-line marketing strategies. The practical part starts with the analysis phase. This phase includes description of videoconferences and their technologies. Furthermore it contains description of Mojekonference service, with the help of Porter's analysis describes the competitive environment, deals with detailed market analysis, market research (using questionnaires), the creation of marketing tools, analysis of current marketing strategies and especially the analysis of website (keywords, SEO, etc.) The last section deals with the designing of marketing strategy, product, pricing, communication and distribution policy, makes a new structure of website and proposes a website advertising PPC campaign in Google AdWords.
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Bůbalová, Tereza. "Marketingová online komunikace vybrané firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-206793.
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The aim of this thesis is to analyze the current state of online marketing communication of LIP distribution, Ltd. and further recommendations for its improvement. The work is divided into theoretical and practical part. The theoretical part deals with a detailed overview of the possibilities that internet marketing offers - the most frequently used tools and their importance for the company. The practical part is devoted to analysis of the current state of internet marketing of the LIP distribution, Ltd. Much attention in the practical part is paid to an interview with the owner of the company, which makes the proposal to improve online marketing communications for this company viable.
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Laušmanová, Dagmar. "Online marketingová strategie." Master's thesis, Česká zemědělská univerzita v Praze, 2017. http://www.nusl.cz/ntk/nusl-262914.
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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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Smolíková, Barbora. "Marketingová komunikace." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-377616.
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Diploma thesis focus on optimization of online marketing communication of Reinto company. Based on these analyzes, it is proposed optimization of existing online marketing communications including budget, risk analysis, time schedule, RACI matrix and other recommendation.
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Zajac, Matej. "Návrh řešení elektronického obchodu pro vybranou firmu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-318365.
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The diploma thesis focuses on design of e-commerce solution and propagation for selected firm. New design is result of bad technical condition of old solution, which has not been supported with any possibilities of propagation. In last part thesis is focused on configuration for automatic reports of website performance and marketing activits.
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Švarc, Ondřej. "Online reklama." Master's thesis, Česká zemědělská univerzita v Praze, 2016. http://www.nusl.cz/ntk/nusl-259895.
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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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Skočík, Miroslav. "Internetový marketing." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224533.
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Diploma thesis focuses on the selection and application of appropriate internet marketing tools. It specifies possible fields of B2C promotion on the internet. It analyses chosen company and its existing operations in the field of internet marketing due to recommended procedures and procedures of its competitors. Diploma thesis uses theoretical knowledge and analysis for application of proposed internet marketing strategy and finally compares performances of applied areas of the internet marketing.
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Novák, Michal. "Komplexní marketingová strategie v online prostředí." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-223301.
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This thesis provides basic overview of marketing concepts and tools which are available for the Internet environment. It also provides new trends and opportunities in the online environment. Output of the thesis will be efficient strategy for men's lifestyle magazine with usage of minimum finance sources. Eficiency will be taken by using of combination and application of marketing tools available in the Internet environment. The main goal is to get super-synergy affect of marketing mix components for maximum efficiency and minimum costs.
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Hanzalová, Barbora. "Placená reklama ve vyhledávání v e-commerce." Master's thesis, Česká zemědělská univerzita v Praze, 2016. http://www.nusl.cz/ntk/nusl-259504.
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This thesis deals with the issue of paid search ads. Search ads are explained in the context of the development of the Internet and search engines, the functioning of search engines and advertising systems in the Czech environment. The aim of this thesis is a practical demonstration of the creation of classic and product campaigns. Campaigns are created for specific e-commerce in advertising systems Google AdWords and Sklik. Subsequently they are processed and it is compiled a set of generally applicable rules for the proper and efficient creation of search campaigns. To verify broader use results is used qualitative methods of expert interview with an expert in PPC.
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Martof, Jan. "Návrh změn marketingové komunikace vybrané společnosti na Internetu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-318314.
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The purpose of this thesis is to propose changes of marketing strategy on the Internet. Based on theoretical knowledge and general analysis of competitors online communication have been proposed particular elements of SEO. Many of these proposals can be practically used. Results of this work can help optimize own website, start PPC campaign or just to be solid groud for other marketing activities on the Internet.
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Skácelová, Pavlína. "On-line marketingová komunikace." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443104.
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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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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.
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Roudnický, Tomáš. "Search Engine Optimization a jeho efektivita ve srovnání s Pay-per-Click reklamou." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-81599.
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The thesis is dealing with information technologies with an emphasis on the Internet, Internet marketing and its special regions of SEO, SEM and PPC, which mutual comparison makes the focal point of my work. The theoretical part is a successive analysis of the influences of the Internet marketing, SEM and SEO. Then, it states and explains the particular items the optimization of searchers is based upon. The following parts contain the analysis and questionnaires that are related to the region of the searchers. The theoretical part is concluded with an explanation of the principle of the PPC advertising systems and gives a description of the two most widely used ones -- Sklik and AdWords. The practical part starts with an application of the particular theoretical knowledge on the real examples of some websites. This is followed by two practical examples of websites (a standard one and an e-shop) that draw comparison between the PPC advertising and optimization of searchers. The evaluation at the end of the thesis shows the conditions worth using SEO, and, on the contrary, the cases when using of the PPC advertising campaigns would be more preferable. The desired outcome of my thesis would be to help assess the conditions when the right and quality SEO application is or is not the right choice among the other brands of Internet marketing; and give an example of how cheaper (or more expensive) than the PPC advertising campaigns the optimization could be.
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Kalous, Martin. "Srovnání reklamních systémů a vybrání nejvhodnější varianty pro "Pension 48"." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124559.
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This work deals with internet advertising. Describes the basic characteristics of Internet marketing, survey errors that nascent entrepreneurs engage in formulating goals. Discusses the different types of advertising on the Internet usable in terms of functionality, payment options. It also offers an overview of advertising systems that provide these types of ads. In connection with advertising, the work deals with the problem of blocking. On show are the best known systems that block ads, but also ways to bypass such systems. The aim is to give people who want to invest money into advertising, relevant information about our services and help them choose the right type of promotion for your website. According to predefined criteria to verify the suitability of advertising and advertising system on the guesthouse accommodation in Spindleruv Mlyn. The performance is selected advertising system, its functions, a detailed procedure for creating the campaign and its optimization. The results presented show that the ad was chosen correctly. In addition, there are suggested ways to improve an existing campaign.
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Šolcová, Klára. "Internetový marketing na příkladu vybrané společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16722.
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The aim of this thesis is to propose improvements to the web presentation of selected company according to the theory relating to internet marketing with a focus on marketing in search engines. The theoretical part deals with basic information about the marketing mix and the internet and then the communications mix online. Most of the theoretical part is devoted to basic aspects of search marketing, respectively optimizing websites for search engines. Practical part summarizes some of the theoretical knowledge, which was during the writing of the thesis directly realized in the creation of the new website of the selected company. The main contribution of this thesis is to improve the web presentation of the selected company in terms of internet marketing with the intention of search engines and other recommendations.
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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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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.
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Konáš, Viktor. "Internetový marketing a jeho využití v praxi." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-19198.
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Internet marketing is nowadays a full-value part of each company's marketing. For a lot of companies it is even much the strongest marketing activity. It is mainly because the internet marketing comprises in principle everything a company is on the internet presented with. As from web sites, banners, PR articles, sites optimalization, key words selection and choice of domain up to pay per click links. This diploma thesis is concerned with an analysis of the particular internet marketing tools and the demonstration of its usage in practice, for today it is not enough to have an average web or an isolated, from the rest of internet detached e-shop. Every company has to make a considerable effort to be successfull on the internet. And just the internet marketing shapes the combination of techniques and technologies that aim to fulfill the internet business intentions.
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Smetana, Jakub. "Analýza a vyhodnocení využití SEM a SEO na případu internetového obchodu." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-19105.
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This thesis defines search engine optimization (SEO) and search engine marketing (SEM) issues. Thesis is divided into several parts which are closely connected to each other. First part of the thesis regards general formulas and terms definitions. In the second part the development on the field of SEO in last two years with accent of main changes which have happened till now is described. A market development in full-text browsers area and a search engine marketing development (where internet is perceived as a marketing instrument) in Czech Republic during years 2004 -- 2009 are also mentioned here. Third part shows opportunities of SEM including the most popular applications description, such as Sklik, AdWords or Etarget, social networks or catalogues. Fourth part concerns web pages analysis and data evaluation, let us say the ways how to analyze and evaluate these pages. Last part of my thesis consists of a practical review of methods and processes, which are described in previous parts of the thesis, with using shoes e-shop example. Here the whole process from opening analysis through keywords analysis till source codes editing and obtaining of external links by web catalogues are described. In addition to the optimization process is part of this thesis also chapter which describes the launch of advertising systems such as Sklik, AdWords and Etarget including evaluation of results and success of particular advertising campaigns realized through these systems. The conclusion of the practical section summarizes the benefits and knowledge that have been achieved by optimizing and which are applicable to other similar projects, which appear across all web in huge numbers. Potential reader of this thesis gets an overview of the current market state concerning full-text browsers in the Czech Republic and search engine marketing. The reader also discovers SEO changes which happened in last two years. Based on mentioned practical part of the thesis the reader should be able to apply basic knowledge in this area, including the basic PPC settings and including analysis of results and their evaluation.
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Pérková, Eva. "Internetový marketing živnostníka." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201746.
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This diploma thesis focuses on Internet marketing of a tradesman. The theoretical part consisting of the first four chapters introduces Internet marketing and its tools, provides details about search engine optimization (SEO), search engine marketing (SEM) and Google Analytics - tool used to analyze website traffic. The final chapter focuses on Internet marketing of Mr. Škoch, a roofer from Lubná. The thesis analyzes his original website and strategy and then describes the process of creation of a new website, its optimization, creation of paid campaign and a Facebook page. Both websites and strategies are evaluated at the end of the chapter, recommendations are introduced and a list of steps for realization of Internet marketing is compiled. The aim of this thesis is to compile a summary of optimal Internet marketing tools universally applicable especially for tradesmen.
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Zachová, Hana. "Czech SMEs and the Effectiveness of their PPC Advertising." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-262146.
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This thesis examines the problem of evaluating the effectiveness of digital marketing; more specifically it looks at the topic of Pay-per-click advertising on the scope of Small and Medium-sized businesses in the Czech Republic. The thesis provides literature review of the historical and current possible practices of what specific measures can be used to evaluate the success of pay-per-click advertising. Moreover, it connects the measurement subject with the associated area of attribution modeling. This topic represents an important issue for the online marketers mostly because of a currently widely used last-click attribution model that is not able to attribute the fair value of the different channels on the consumer journey to purchase. The primary research conducted in the form of qualitative research through in-depth interviews brings insights into the current practices of selected representatives of Czech SME sector as well as the digital agencies on the matter of measuring the success of online marketing and the attribution modeling. Derived findings give a picture at what stage of development the measurement and attribution of PPC currently is in the Czech SME market.
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Táborská, Dagmar. "Internetový marketing." Master's thesis, Česká zemědělská univerzita v Praze, 2017. http://www.nusl.cz/ntk/nusl-257568.
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The subject of my diploma thesis is internet marketing. Due to its complexity, the thesis focus mainly on online advertisement, primarily to PPC campaigns. The thesis provides summary of PPC advertisement itself, their rules and also the whole structure of campaigns, keywords etc. The same concept is used for social network Facebook and its advertisement. The target is to point out the importance of both approaches and also to show the main differences between them. These findings are used for practical part, where the real PPC and Facebook campaigns are put into practice for selected institution.
The target of this work is to use the findings from literatury research in the real case scenario. Based on the campaigns result, find out what are the positives and negatives of such campaigns and to show how important the internet marketing is.
32
Váhovská, Viktória. "Marketingová komunikace." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-442951.
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This Diploma thesis focuses on the marketing communication of the company named Záhradní vinařství. The issue of interest will be explained in the theoretical part, which will serve as the foundation for the outputs of the analytical part of the thesis. Based on the conducted analyses, an appropriate marketing communication strategy will be suggested in the practical part of thesis.
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Heideker, Petr. "Využití internetového marketingu a sociálních sítí pro podporu internetového obchodu." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-113950.
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The thesis is about internet marketing tools and their possible usage, shown on exact example from internet shop Minibike-shop.cz. The thesis is divided in three logical parts, which are built on each other. There are theoretically described tools in the first part, which can be used for an online promotion of the shop. The individual tools describe their advantages and possibilities of usage, which can result in improvement of business competitiveness. The fourth chapter of the thesis is completely devoted to social networks in Czech Republic and possibilities, which are offered by these networks to businesses. One of the chapters of the theoretical part of the thesis is a chapter devoted to indicators, which will help us measuring company's marketing success. Second part of the thesis is focused on a chosen shop analysis and its competitors according to the theoretical assumptions set up in first part of the thesis. Web pages audit of the individual shops is completed on the top of that, resulting in showing lack of their qualities. Third part of the thesis is devoted to a strategy proposal, which is based on shortages found out in the analyst part. Aim of the strategy is to eliminate detected mistakes and also gain competitive advantage. The thesis is ended by conclusion, which is devoted to the thesis summary and evaluation of the set goals. The main benefit of the thesis is the competitive analysis completed for the internet shop Minibike-shop.cz. and the proposed strategy on company's marketing growth. The strategy will manage to increase an amount of visitors and their satisfaction, resulting in an increase of the company's profit.
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Chocholáč, Jan. "Využití e-marketingu při propagaci luxusní značky W LINIE na českém a slovenském trhu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224564.
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Diploma thesis „Using e-marketing to promote luxury brand WLINIE on the Czech and Slovak market “ deals with possibilities of propagation of luxury brand WLINIE on the internet. The thesis describes how to increase visitors of the web pages and build luxury image. The work discusses possibility of SEO optimization, social media marketing and PPC campaign.
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Novotný, Ondřej. "Efektivní využití PPC systémů k propagaci výrobků a služeb na internetu." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-262158.
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This thesis titled Effective Use PPC to promote products services on the Internet is focused on traditional systems AdWords from Google, Sklik from Seznam and attribution models in Google analytics. The theoretical part of the history of the Internet, the development of online marketing individual marketing tools forms of advertising. The practical part is divided according to the strategic focus of the campaign. Acquisition, performance and remarketing campaigns. The last part is the comparison of measurement conversions in these systems with Google Analytics. The aim is to propose suitable metrics for evaluating the effectiveness of campaigns, banner ad and according to their strategic focus right perspective on measurement conversions.
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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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Ohlídal, Evžen. "Online marketing firmy XYZ včetně využití sociálních sítí pro marketingovou komunikaci." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-224801.
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The goal of the research in this master’s thesis is an analysis of the current tools used for online marketing including a social networks. Based on these theoretical analyzes specific ways to use online marketing tools of the company XYZ, which is an exklusive distributor of brand Messoa for the Czech and Slovak Republics. Messoa manufactures CCTV and surveillance systems. Work subsequently proposes changes that lead to better effectiveness in the usage of online marketing in company.
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Mynář, David. "Účinnost nástrojů internetového marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-262292.
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This Master´s Thesis characterizes and compares three tools of the performance marketing on the internet - Search Engine Optimization (SEO), Pay-per-click advertising (PPC) and Facebook Ads. The theoretical part analyses specific advantages and limitations of each tool and current trends in the development of these tools. The application part compares SEO, PPC and Facebook in terms of the price and quality of visits. The comparison is performed on the data of 74 clients of the Fresh Services digital agency, gathered from 2014 to 2016. It identifies significant differences in prices for the visit among instruments, while the revealed differences in conversion rates have not been proven to be statistically significant. The conclusion provides recommendations for applying these tools to a marketing of small and medium enterprises.
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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.
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Bartůňková, Vendula. "Marketingová online komunikace rezervačního portálu." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359043.
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This diploma thesis deals with the subject of online marketing communication in the selected online reservation site. The presented thesis is based on the explanation of the theoretical concepts related to the practical part of the thesis. The main aim of this document is the description, evaluation and following analysis of online marketing communication of the chosen reservation site. The output of the analysis is the submission of proposals to improve existing activities of Booking.com in the Czech Republic. Among the main recommendations of this thesis are proposals on how to improve online marketing communication and sales strategy.
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Chernutskiy, Stanislav. "Specifika internetového marketingu na ruském trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201768.
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The master thesis is focused on specifics and importance of internet (online) marketing in terms of Russian market. Thesis determines threats and opportunities arising of coexistence of local and global platforms, their role and effectiveness in modern marketing. The theoretical part describes modern trends, selected tools and measurement methods of internet marketing. The practical part contains implementation of knowledge obtained in the theoretical part and analysis of internet marketing in Russia. Diploma work underlines the importance of using both global and local platforms for the best results. The evidence is based on similar performance marketing campaigns in Yandex Direct and Google AdWords.
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Oríšek, Peter. "Návrh marketingovej stratégie pre internetovú agentúru poskytujúcu online marketingové riešenia." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2013. http://www.nusl.cz/ntk/nusl-223977.
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Master thesis covers methods for creating marketing strategy proposal for internet agency that provides online marketing solutions – Freya creative s r.o. Thesis analyzes agency’s actual condition and competition. Result of this thesis is strategy proposal that covers target groups, product portfolio and agency promotion using modern online marketing tools such as social networks and blogs.
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Bártová, Dana. "Marketing v elektronickém obchodě." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222512.
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The master’s thesis focuses on marketing in the relatively new spere specifically marketing on the Internet. Specifies the specific deficiencies shop and proposes a number of essential steps for the advanced operation of an existing Internet business. Contains several design solutions that help increase visits in online store, and consequently also increase sales shop.
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Pryl, David. "Možnosti využití sociálních sítí a internetového marketingu pro podporu konkurenceschopnosti webového portálu." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-165067.
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This diploma thesis deals with tools for social networks and internet marketing and their application to real case reviewing and news website Mobilenet.cz. The content of the document is divided into two separate parts. The goal of the first of them is to establish a theoretical framework for the second part. Theoretical part describes tools and options in general. There are listed both instruments that relate to internet marketing itself and instruments related directly to social networks. The second part includes theoretical knowledge applied to a specific case, web Mobilenet.cz and its defined competitors. First of all is analyzed Mobilenet.cz on its own, then it is compared to the competition. Analysis also includes websites check, from which are deduced imperfections in the quality of websites. The final part is created a practical demonstration, which aims to increase traffic on website Mobilenet.cz. At the very end of the document are applied results from the analysis of the second part to propose the strategy for web Mobilenet.cz. The main benefits of my work are analysis of Mobilenet.cz website and its competitors. As part of this work is also formed practical demonstration, which aims to increase traffic on this website. Another important contribution is the design solution for the future operations of the website Mobilenet.cz.
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Henriksson, Johannes, and Adam Ågehäll. "David vs. Goliath : En kvalitativ studie om hur mikroföretag kan använda sökmotorer i sin marknadsföring." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-86169.
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Titel: David vs. Goliath Författare: Henriksson, Johannes & Ågehäll, Adam Institution: Linnéuniversitetet, Ekonomihögskolan Program: Ekonomprogrammet inriktning Marknadsföring Kurs: Företagsekonomi III – Marknadsföring, Examensarbete, 15hp Handledare: Leif Rytting Examinator: Kaisa Lund Syfte: Uppsatsens syfte är att undersöka huruvida mikroföretag kan skapa marknadsfördelar av att implementera Search Engine Marketing. Ytterligare en avsikt är att uppsatsen skall bidra med kunskap kring hur mikroföretag kan stärka sitt varumärke genom Search Engine Marketing. Metod: Kvalitativ studie innehavande en mix mellan induktiv- och deduktiv forskningsansats. Även kallad abduktiv forskningsansats. Den empiriska datan är insamlad genom semi-strukturerade intervjuer bestående av tio respondenter. Slutsats: Sökmotormarknadsföring är en grundkomponent i den digitala marknadsföringen. Mikroföretag skapas möjlighet att konkurrera mot större varumärken genom skapad synlighet. Marknadsföring via en nischad marknad visar sig fördelaktig. En sammanstrålad varumärkesidentitet och varumärkesimage bör avspeglas i content. Nyckelord: Sökmotormarknadsföring, SEO, PPC, Google, mikroföretag, sökmotorer, sociala medier, varumärken. Fördelning av arbete: Båda författarna har varit lika delaktiga under alla delar av studien.Title: David vs. Goliath Authors: Henriksson, Johannes & Ågehäll, Adam Institution: Linnaeus University, School of Business and Economics Programme: Business Administration and Economics, specialization Marketing Course: Business Administration III – Marketing, Bachelor Thesis, 15hp Supervisor: Leif Rytting Examiner: Kaisa Lund Purpose: The purpose of this study is to examine how micro enterprises can create market advantages by implementing Search Engine Marketing. Further intention is that the study will provide knowledge about how micro enterprises can invigorate they brand through Search Engine Marketing. Method: Qualitative study using a mix of both inductive- and deductive research approach. Also known as abductive approach. The empirical data is collected using semi-structured interviews, with ten respondants. Conclusion: Search Engine Marketing is a basic component in digital marketing. Micro enterprises creates the opportunity to compete against larger brands through visibility. Niche marketing is found valueable. A converged brand identity and brand image should be mirrored in content. Keywords: Search engine marketing, SEO, PPC, Google, micro enterprises, search engines, social medias, brands. Allocation of work: Both authors have been equally involved in all parts of the thesis.
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Luttrup, Julia, Maria Boo, and Louise Carlsson. "Syns du finns du? : En studie över användningen av SEO, PPC och sociala medier som strategiska kommunikationsverktyg i svenska företag." Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-8376.
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Němec, Pavel. "Návrh internetové propagace pro elektronický obchod." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319419.
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This master thesis deals with the issue of online promotion for a particular group of online shops. The first part deals with the clarification of concepts that are closely related to the given issue. The second part analyzes the current promotion of internet shops. In the design section there are several sub-proposals that lead to the improvement of e-shop promotion.
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Crlík, Jan. "Dialogové rozhraní pro e-commerce." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-223323.
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The diploma thesis consists of creating marketing strategy for a new e-commerce. Then diploma thesis specifies conditions of foundation of e-commerce and describe single marketing instruments which leads to more efficient selling results of e-commerce.
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Kronďáková, Ivana. "Internetový marketing v cestovním ruchu - případová studie vodácké půjčovny Hastrman." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-197821.
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The theory part of the thesis discusses internet marketing, its development and specifics. In addition, it discusses individual tools of internet marketing and measuring of their efficiency. The practical part focuses on using internet marketing in tourism, using as a case study Hastrman Boat Rental. Marketing activities of the rental place and of its competitors are analysed. On the basis of the theory findings acquired and the analysis made, a marketing strategy is proposed for the selected company.
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Rytíř, Jan. "Analýza internetového marketingu Citibank." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-72719.
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The diploma thesis deals with Citibank internet marketing analysis. The main goals of the diploma thesis are to identify strenghts and weaknesses of Citibank internet presence and to recommend development changes. These will be achieved mainly by performing analysis of web sites accessibility and usability, PPC advertising, search engine optimalization and social media marketing. Secondary goal is to evaluate internet marketing usage across the czech banking market which will be based on results of performed analysis.