Elektronická marketingová komunikace vybrané společnosti
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Cílem této diplomové práce je návrh optimalizace e-mailové marketingové komunikace firmy Explode, s. r. o. V teoretické části jsou prezentovány základní pojmy marketingové komunikace a internetového marketingu. Součástí je také přehled o prostředcích elektronické marketingové komunikace, kterých je využíváno pro zvyšování počtu konverzí. Analytická část analyzuje stávající e-mailovou komunikaci cestovní agentury v porovnání s vybranými konkurenty. Potřebné informace byly získány na základě hloubkového rozhovoru a benchmarkingu. Data pro komparaci byla sbírána s využitím metody mystery shopping. Praktická část obsahuje doporučení pro implementaci pokročilé segmentace mailingové databáze a vypracování komunikačních map pro e-mailovou komunikaci včetně návrhů jednotlivých rozesílaných e-mailů. V závěru praktické části lze nalézt předpokládané zhodnocení navrhované optimalizace pomocí zvolených metrik z programů Smart Emailing a Google Analytics.
The aim of this diploma thesis is the creation of proposal for optimization of the e-mail marketing communication of the Explode, s. r. o. company. Theoretical part provides the presentation of the basic terms of marketing communication and online marketing, together with the selection of the most efficient tools used for increasing of the conversions. Analytical part consists of the analysis of current e-mail communication of the selected travel agency in comparison to the communication used by its major competitors. All the information has been acquired on the base of in depth interview and benchmarking. Data necessary for the comparison has been gained with use of mystery shopping method. Practical part includes the recommendation for the implementation of the advanced segmentation of the e-mail database, the creation of the e-mail communication map accompanied with the proposal of the design of particular e-mails. Expected revaluation of the proposed optimization with use of Smart Emailing and Google Analytics can be found at the end of the practical part.
The aim of this diploma thesis is the creation of proposal for optimization of the e-mail marketing communication of the Explode, s. r. o. company. Theoretical part provides the presentation of the basic terms of marketing communication and online marketing, together with the selection of the most efficient tools used for increasing of the conversions. Analytical part consists of the analysis of current e-mail communication of the selected travel agency in comparison to the communication used by its major competitors. All the information has been acquired on the base of in depth interview and benchmarking. Data necessary for the comparison has been gained with use of mystery shopping method. Practical part includes the recommendation for the implementation of the advanced segmentation of the e-mail database, the creation of the e-mail communication map accompanied with the proposal of the design of particular e-mails. Expected revaluation of the proposed optimization with use of Smart Emailing and Google Analytics can be found at the end of the practical part.
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Marketingová komunikace, internetový marketing, e-mail marketing, Smart Emailing, Google Analytics, Marketing communication, Internet marketing, E-mail marketing, Smart Emailing, Google Analytics