Online marketingová komunikace vybrané firmy
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Date
2021-06-08
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Abstract
Bakalářská práce je zaměřena na online marketingovou komunikaci. Skládá se z teoretické a praktické části. V první části bakalářské práce jsou popsána teoretická východiska marketingové komunikace, online marketing a online marketingová komunikace. Praktická část začíná charakteristikou firmy Madmonq, po které začíná analýza komunikace, kde je práce zaměřena na online marketingové nástroje SEO, PPC, influencer marketing a sociální sítě Facebook a Instagram, na kterou navazují cíle komunikační kampaně. Po zvolených cílech byla navržena strategie a taktiky k dosažení cílů pomocí nástrojů online marketingu. Komunikační strategie vznikla pomocí STDC frameworku obsahující zlepšení SEO nástroje, influencer marketingu a komunikace na Instagramu. Po strategii a taktice jsou definovány akce, kde je popsáno rozvržení činností, časový harmonogram a finanční rozpočet. Posledním bodem je popis, jakým způsobem se budou kontrolovat zvolené nástroje online marketingu pro dosažení cílů kampaně.
The bachelor thesis is focused on online marketing communication. It consists of theoretical and practical part. The first part of the bachelor thesis describes the theoretical basis of marketing communication, online marketing and online marketing communication. The practical part begins with the characteristics of the company Madmonq, followed by an analysis of communication, where the work is focused on the online marketing tool SEO, PPC, influencer marketing and social networks Facebook and Instagram, which are followed by the goals of the communication campaign. After the selected goals, strategies and tactics for achieving the goals were designed using online marketing tools. The communication strategy was created using the STDC framework containing improvements to the SEO tool, influencer marketing and communication on Instagram. After the strategy and tactics, actions are defined, which describe the schedule of activities, time schedule and financial budget. The final part is a description of how the selected online marketing tools will be checked to achieve the goals of the campaign.
The bachelor thesis is focused on online marketing communication. It consists of theoretical and practical part. The first part of the bachelor thesis describes the theoretical basis of marketing communication, online marketing and online marketing communication. The practical part begins with the characteristics of the company Madmonq, followed by an analysis of communication, where the work is focused on the online marketing tool SEO, PPC, influencer marketing and social networks Facebook and Instagram, which are followed by the goals of the communication campaign. After the selected goals, strategies and tactics for achieving the goals were designed using online marketing tools. The communication strategy was created using the STDC framework containing improvements to the SEO tool, influencer marketing and communication on Instagram. After the strategy and tactics, actions are defined, which describe the schedule of activities, time schedule and financial budget. The final part is a description of how the selected online marketing tools will be checked to achieve the goals of the campaign.
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Subject(s)
Marketingová komunikace, SEO, PPC, influencer marketing, web, Instagram, Marketing communication, SEO, PPC, influencer marketing, web, Instagram