This thesis is focused on proposals of promotion specific e-shop. The purpose of this thesis is to design such forms of promotion which are going to be effective and accessible even for smaller and starting e-shops. In the theoretical part I am introducing common knowledge needed for understanding the e-shops and internet marketing topics, then I analyze current state and position on the market and finally I evaluate separate forms of promotion including suggestions for their use by this selected e-shop.

The thesis is focused on most recent trends in the mobile marketing industry, paid mobile advertising market structure, size and processes. The aim of the thesis is to define the possibilities of using mobile advertising in two basic segments mobile advertising in search and mobile display advertising. It provides performance results of the paid mobile advertising campaigns and their role in the corporate practice. The last part provides in-depth view about use of mobile advertising at the company AVG Technologies. It illustrates how the company increased the number of app installations and factors that influence the effectiveness of in-app advertising campaigns in general.

The diploma thesis is focused on the social networking sites in terms of their use for increasing the competitiveness of companies. The first part deals with a theoretical introduction to social networks where the basic concepts are defined and then characterized by major networks globally. Each social network is analyzed both in terms of the structure of its users, and are listed as individual options, which provides for promotion within their system - they are mentioned both paid and unpaid opportunities. At the end of this section are described the general possibilities of using social networking for business - ways to measure the impact of these activities, risks and requirements of their operation within the company. The second part is a practical solution to use social networks to support the selected e-commerce business. The introduction provides basic parameters of the e-shop is defined by the competitive environment. The analysis carried out various solutions to various social networks. It is designed and implemented their own social network to the target audience the company. The practical part ends with a final report including recommendations for further progress in the use of social networks. The main contribution of the paper is to present a detailed analysis of selected enterprise communication on social networks, including putting all the relevant data from which the conclusion can be drawn in specific recommendations to further enhance competitiveness.

Mater thesis deals with online marketing and optimization of marketing communication strategy for online job board specialised on remote jobs. The practical part based on theory and analyses of competitors and macro/micro environmental factors focus on short term marketing campaign. This campaign tests reaching the main goal of the strategy by evaluating operative goals. After evaluation of the campaign, there is optimized marketing communication strategy plan.

No description available.

Au cours des dernières années, le domaine de la consommation a grandement évolué. Les agents de marketing ont commencé à utiliser l’Internet pour influencer les consommateurs en employant des tactiques originales et imaginatives qui ont rendus possible l’atteinte d'un niveau de communication interpersonnelle qui avait précédemment été insondable. Leurs interactions avec les consommateurs, en utilisant la technologie moderne, se manifeste sous plusieurs formes différentes qui sont toutes accompagnés de leur propre assortiment de problèmes juridiques. D’abord, il n'est pas rare pour les agents de marketing d’utiliser des outils qui leur permettent de suivre les actions des consommateurs dans le monde virtuel ainsi que dans le monde physique. Les renseignements personnels recueillis d'une telle manière sont souvent utilisés à des fins de publicité comportementale en ligne – une utilisation qui ne respecte pas toujours les limites du droit à la vie privée. Il est également devenu assez commun pour les agents de marketing d’utiliser les médias sociaux afin de converser avec les consommateurs. Ces forums ont aussi servi à la commission d’actes anticoncurrentiels, ainsi qu’à la diffusion de publicités fausses et trompeuses – deux pratiques qui sont interdites tant par la loi sur la concurrence que la loi sur la protection des consommateurs. Enfin, les agents de marketing utilisent diverses tactiques afin de joindre les consommateurs plus efficacement en utilisant diverses tactiques qui les rendent plus visible dans les moteurs de recherche sur Internet, dont certaines sont considérés comme malhonnêtes et pourraient présenter des problèmes dans les domaines du droit de la concurrence et du droit des marques de commerce. Ce mémoire offre une description détaillée des outils utilisés à des fins de marketing sur Internet, ainsi que de la manière dont ils sont utilisés. Il illustre par ailleurs les problèmes juridiques qui peuvent survenir à la suite de leur utilisation et définit le cadre législatif régissant l’utilisation de ces outils par les agents de marketing, pour enfin démontrer que les lois qui entrent en jeu dans de telles circonstances peuvent, en effet, se révéler bénéfiques pour ces derniers d'un point de vue économique. / The evolution of consumerism in recent years has been nothing short of remarkable. The unprecedented use of the Internet by marketers to influence consumers in original and imaginative ways has rendered possible a level of communicative efficiency that had previously been unfathomable. Their interaction with consumers using modern technology manifests itself in several different forms – all of which are accompanied by their own assortment of legal issues. To begin with, it is not unheard of for marketers to use tools meant to track the behaviour of individuals throughout both the virtual and physical worlds. The personal information collected in such a manner is often utilized for Online Behavioural Advertising purposes – a use which does not always respect the boundaries of privacy law. It has also become rather common for marketers to utilize online social media to promote conversations with consumers. It has occurred, however, that these forums have also been utilized to further the anti-competitive ambitions of companies while also serving as an outlet for false advertising – two eventualities that are prohibited by both competition laws and consumer protection laws. Finally, marketers utilize various tactics in order to more successfully reach consumers through online search engines – a practice known as Search Engine Marketing – some of which are considered to be dishonest and could present issues from both competition law and trademark law perspectives. This thesis essentially provides a detailed description of these tools and the manners in which they are utilized and then proceeds to illustrate the legal issues that may arise as a result of their use. In doing so, it outlines the legal boundaries within which marketers must use these tools so as to ultimately demonstrate that the laws that come into play under such circumstances may, in fact, prove to be beneficial to marketers from an economic perspective.

Au cours des dernières années, le domaine de la consommation a grandement évolué. Les agents de marketing ont commencé à utiliser l’Internet pour influencer les consommateurs en employant des tactiques originales et imaginatives qui ont rendus possible l’atteinte d'un niveau de communication interpersonnelle qui avait précédemment été insondable. Leurs interactions avec les consommateurs, en utilisant la technologie moderne, se manifeste sous plusieurs formes différentes qui sont toutes accompagnés de leur propre assortiment de problèmes juridiques. D’abord, il n'est pas rare pour les agents de marketing d’utiliser des outils qui leur permettent de suivre les actions des consommateurs dans le monde virtuel ainsi que dans le monde physique. Les renseignements personnels recueillis d'une telle manière sont souvent utilisés à des fins de publicité comportementale en ligne – une utilisation qui ne respecte pas toujours les limites du droit à la vie privée. Il est également devenu assez commun pour les agents de marketing d’utiliser les médias sociaux afin de converser avec les consommateurs. Ces forums ont aussi servi à la commission d’actes anticoncurrentiels, ainsi qu’à la diffusion de publicités fausses et trompeuses – deux pratiques qui sont interdites tant par la loi sur la concurrence que la loi sur la protection des consommateurs. Enfin, les agents de marketing utilisent diverses tactiques afin de joindre les consommateurs plus efficacement en utilisant diverses tactiques qui les rendent plus visible dans les moteurs de recherche sur Internet, dont certaines sont considérés comme malhonnêtes et pourraient présenter des problèmes dans les domaines du droit de la concurrence et du droit des marques de commerce. Ce mémoire offre une description détaillée des outils utilisés à des fins de marketing sur Internet, ainsi que de la manière dont ils sont utilisés. Il illustre par ailleurs les problèmes juridiques qui peuvent survenir à la suite de leur utilisation et définit le cadre législatif régissant l’utilisation de ces outils par les agents de marketing, pour enfin démontrer que les lois qui entrent en jeu dans de telles circonstances peuvent, en effet, se révéler bénéfiques pour ces derniers d'un point de vue économique. / The evolution of consumerism in recent years has been nothing short of remarkable. The unprecedented use of the Internet by marketers to influence consumers in original and imaginative ways has rendered possible a level of communicative efficiency that had previously been unfathomable. Their interaction with consumers using modern technology manifests itself in several different forms – all of which are accompanied by their own assortment of legal issues. To begin with, it is not unheard of for marketers to use tools meant to track the behaviour of individuals throughout both the virtual and physical worlds. The personal information collected in such a manner is often utilized for Online Behavioural Advertising purposes – a use which does not always respect the boundaries of privacy law. It has also become rather common for marketers to utilize online social media to promote conversations with consumers. It has occurred, however, that these forums have also been utilized to further the anti-competitive ambitions of companies while also serving as an outlet for false advertising – two eventualities that are prohibited by both competition laws and consumer protection laws. Finally, marketers utilize various tactics in order to more successfully reach consumers through online search engines – a practice known as Search Engine Marketing – some of which are considered to be dishonest and could present issues from both competition law and trademark law perspectives. This thesis essentially provides a detailed description of these tools and the manners in which they are utilized and then proceeds to illustrate the legal issues that may arise as a result of their use. In doing so, it outlines the legal boundaries within which marketers must use these tools so as to ultimately demonstrate that the laws that come into play under such circumstances may, in fact, prove to be beneficial to marketers from an economic perspective.