Online marketingová strategie vybraného podniku
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Abstract
Diplomová práce se zabývá problematikou online marketingové strategie. Cílem práce je navržení online komunikační strategie pro B2B podnik, jehož obchodní činností je prodej reklamních a dárkových předmětů. V první části jsou představena teoretická východiska online marketingu, následně jsou podrobněji rozebrány vybrané nástroje online marketingu. Teoretická část je zakončena kapitolou, která popisuje trendy v online marketingu s ohledem na B2B trhy. Praktická část představuje zkoumaný podnik a dále popisuje konkurenci a cílové skupiny. Stěžejní částí je analýza dosavadní online komunikace podniku, konkurence a mimo jiné analýza klíčových slov. Na základě získaných znalostí jsou navržena různá doporučení a především je navržena samotná online strategie s využitím frameworku See, Think, Do, Care, představeného v teoretické části. Kromě návrhu je přínosem diplomové práce i časový harmonogram a ekonomické zhodnocení navrhované online strategie.
This diploma thesis explores the issue of online marketing strategy. The aim of the thesis is to design an online communication strategy for a B2B company whose business is the sale of promotional and gift items. In the first part of the thesis, the theoretical basis of online marketing is introduced, followed by a more thorough description of chosen tools of online marketing. The theoretical part is ended by a chapter which clarifies the trends of online marketing with respect to B2B markets. In the practical part, the scrutinized company is described together with the competition and target groups. The crucial part is the analysis of the existing online communication of the company, competition and also the keyword research. On the basis of the gained knowledge, several recommendations are suggested and primarily the online strategy itself is designed with the use of the framework See, Think, Do, Care which is introduced in the theoretical part. Moreover, the contribution of the thesis, apart from the design, is also the timetable and the economical evaluation of the suggested online strategy.
This diploma thesis explores the issue of online marketing strategy. The aim of the thesis is to design an online communication strategy for a B2B company whose business is the sale of promotional and gift items. In the first part of the thesis, the theoretical basis of online marketing is introduced, followed by a more thorough description of chosen tools of online marketing. The theoretical part is ended by a chapter which clarifies the trends of online marketing with respect to B2B markets. In the practical part, the scrutinized company is described together with the competition and target groups. The crucial part is the analysis of the existing online communication of the company, competition and also the keyword research. On the basis of the gained knowledge, several recommendations are suggested and primarily the online strategy itself is designed with the use of the framework See, Think, Do, Care which is introduced in the theoretical part. Moreover, the contribution of the thesis, apart from the design, is also the timetable and the economical evaluation of the suggested online strategy.
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B2B, komunikační strategie, digitální marketing, e-mailing, marketing, marketingová komunikace, online komunikační strategie, online marketing, PPC reklama, SEO, sociální sítě, STDC framework, strategie, B2B, communication strategy, digital marketing, e-mailing, marketing, marketing communication, online communication strategy, online marketing, PPC advertising, SEO, social networks, STDC framework, strategy