This piece of work engage with selected methods how to increase the visit rate of a specific online project, which concise an online magazine about living with a focus on residents in block of flats. In the theory section, firstly there will be characteristics of selected methods provided, followed by an application of those methods to the specific websites on the basis of carried out analyses. Methods were selected with a concern of financial limitation, and apart from one, neither of them required additional financial resources. From the results, evaluation and comparison of methods were implemented from the point of overall increase in attendance to the website and at the same time the effectiveness when targeting the final end web group. In the conclusion, suggestions for future development of websites, which should contribute to a further increase in visit rate, was provided.

The subject of the thesis is accounting problems that are specific to the area of internet marketing, and which usually do not occur in the accounting of companies in other business areas. These problems are especially connected with internet domains, the delivery of online customers and the delivery of web page traffic. For the issues described, possible solutions and illustrations of practical examples are offered.

O canal online de vendas de varejo por meio da Internet tem mostrado impressionante crescimento em termos de uso por parte dos consumidores desde o início dos anos 2000 até 2011, com boas perspectivas de trajetória ascendente para os próximos anos. Essa evolução realça a importância de se realizar planejamento estratégico de negócios que leve em conta o advento da era digital. A segmentação de mercado, tema central deste estudo, é o primeiro requisito para a formulação das estratégias de marketing das empresas, segundo Lambin (2000). Wedel e Kamakura (2000) e Kotler e Keller (2006) são as principais referências para os conceitos de segmentação utilizados neste estudo. Com uma amostra por conveniência formada por 743 consumidores do Brasil, procurou-se investigar, em uma primeira etapa, de caráter exploratório, aspectos ou fatores relacionados ao comportamento de aquisição de produtos no contexto do varejo online. Foi encontrada, principalmente, uma significante relação positiva entre o tempo desde a primeira compra online e maiores frequências de compra anuais pela Internet, o que sugere a importância da familiaridade e confiança para uso mais frequente do canal. A segunda e a terceira etapas foram baseadas principalmente em um modelo proposto por Overby e Lee (2006), que sugere a existência de relações de dependência entre \"intenção de compra\" versus \"valores associados à utilização do canal online\" e \"preferência por determinado site\". Na segunda etapa, de caráter correlacional, foi verificado que os dados coletados se ajustaram adequadamente ao modelo em questão por meio do uso de modelagem de equações estruturais. O objetivo da terceira etapa era verificar a existência de diferenças nas relações de dependência entre os fatores quando são considerados diferentes grupos de consumidores. Conforme recomendações de Hahn et al. (2002), isto foi feito por meio do uso das técnicas de mistura finita em PLS (FIMIX-PLS) e posteriormente por análise de multigrupos em PLS (PLS-MGA) (Henseler et al., 2009). Foram encontradas diferenças significantes para a importância de fatores ao se considerarem os seguintes segmentos: \"feminino\" (as mulheres deram mais importância para o \"valor utilitário\" do que o observado para a amostra total), \"pessoas que dão pouca importância à familiaridade com a loja online\" e \"pessoas que compram online 1 ou 2 vezes ao ano\" (essas pessoas deram mais importância ao \"valor hedônico\" que o observado para a amostra total) e \"compradores de livros\" (que deram menos importância para a preferência que o observado para a amostra total). A análise das diferenças nas relações entre os fatores contribuiu para a atribuição de avaliações de \"grau de resposta\" para cada segmento em relação aos fatores estudados. O grau de resposta é um dos critérios mais críticos para uma segmentação de mercado eficaz e consequentemente pode gerar subsídios importantes para o planejamento estratégico de marketing no contexto do varejo online. / The online retail channel has shown impressive growth in terms of its use by consumers since the beginning of years 2000 up to 2011, with good perspectives of growth for the next years. This growth enhances the business-oriented importance of carrying through strategic planning that takes into account the advent of the digital age. Market segmentation, a central theme of this study, is the first requisite for the formulation of marketing strategies by companies according to Lambin (2000). Wedel and Kamakura (2000) and Kotler and Keller (2006) are the main references for the concepts of segmentation mentioned in this study. With a convenience sample formed by 743 Brazilian consumers, the purpose was to investigate, with an exploratory character at a first stage, aspects or factors related to consumer behavior when purchasing products in the context of online retailing. The main finding of this stage was a significant positive relation between \"the time since the first online purchase\"(time since adoption of the channel) and greater annual frequencies of purchase on the Internet. This suggests the importance of familiarity and confidence for generating more frequent use of the online retail channel by consumers. Second and third stages of this study were mainly based on a model proposed by Overby and Lee (2006) which suggests the existence of dependence relationships between \"purchase intention\" versus \"values associated to the use of online channel\" and \"preference for determined online site\". The second stage had correlacional character, and it was verified that the collected data were adjusted adequately to the model in question by means of using structural equation modeling. The objective of the third stage was to verify the existence of differences in dependence relationships among the studied factors when different groups of consumers were considered. Finite mixtures in PLS (FIMIX-PLS procedures) and multi-group analysis in PLS (MGA-PLS) were made following recommendations of Hahn et al. (2002) and Henseler et al. (2009) respectively. Significant differences for the importance of factors for different segments were found: \"feminine\" (women gave more importance to the \"utilitarian value\" when compared the total sample), \"people who give little importance to the familiarity with the online store\" and \"people who buy online 1 or 2 times per year\" (these groups gave more importance to hedonic value when compared to total sample) and finally \"book purchasers\" (who gave less importance to preference when compared to total sample\"). Analysis of the differences in the relationships among the studied factors contributed for evaluating the \"responsiveness\" criterion for each segment. Responsiveness is one of the most critical criteria for effectiveness of any market segmentation and consequently this contribution can generate important subsidies for strategic marketing planning in the context of online retailing.

A Internet vem transformando a maneira como as pessoas compram e buscam por informações sobre produtos. Para locais onde as ofertas físicas apresentam algum tipo de restrição, os canais online podem trazer mudanças ainda mais significativas, já que oferecem aos consumidores um sortimento virtualmente ilimitado. O objetivo deste trabalho foi o de analisar a influência do número de habitantes de uma cidade em relação à predisposição à seleção e compra de produtos de uma empresa que administra campanhas de divulgação pela Internet para venda por atacado. As cidades foram divididas em três grupos conforme o número de habitantes e as principais métricas de performance das campanhas online foram comparadas entre os grupos através de análises de estatísticas descritivas, ANOVA e testes post hoc. Os grupos apresentaram diferenças estatisticamente significativas entre si em todas as etapas do processo de busca e compra. A principal diferença encontrada foi no momento em que os usuários preencheram cadastros no site, demonstrando interesse nos produtos. Nesta etapa, os consumidores de municípios de menor porte se cadastraram proporcionalmente mais do que o dobro dos de cidades de porte intermediário e mais de três vezes em relação ao grupo das maiores, o que impactou diretamente no custo por venda realizada e nas taxas absolutas de vendas. / The Internet has been changing the way people buy and search for new products. In places where the assortment in brick-and-mortar stores is restricted, online channels may represent a significant change in the landscape, due to the fact that they carry virtually unlimited offers. The aim of this study is to analyze the influence of the number of inhabitants of a city on their likelihood of selecting and purchasing products from a company which runs online marketing campaigns for resellers. The cities were divided in three groups according to the population size. In addition, the main metrics for online campaigns were compared among groups through descriptive statistics, ANOVAs and pot hoc tests. There was a statistically significant difference among the groups in all steps of the search and purchase process. The main difference was found when the users fill in the forms in the website, demonstrating interest in the product. In this stage, customers from smaller cities showed a registering rate which was more than twice as much higher than the medium-sized cities group and more than three times the amount of the larger cities group, which led to a direct impact on the cost-per-sale and absolute sales rates.

The purpose of this paper is to contribute to greater understanding and insight into how for-profit companies use social media as a communication tool. The aim is also to examine if marketing through social media is strategically planned and if results are measured.  Through this study, the authors were able to conclude that the majority of companies that participated lack knowledge about the use of social media in a beneficial and strategic way. Any written strategy or plan does not exist within the companies, while an oral occur to some extent. Serious measurement tools are only used by one of the companies that buy this as an externally service.

The Master's Thesis with a title Commercial communication of iPhone and iPad applications is focused on the analysis of the effectivness of the individual elements that are neccessary for a successful application with a special attention on commercial communation. The paper is divided into two parts where the first (theoretical) one talks about the role of commercial communication in today's world, description the mobile phone market and its customers and specifying the activites recommanded to become successful with one's iPhone/iPad application. The main output of this part is the creation of hypothesis related to the recommended activities. The second (practical) part describes the life of two applications and compares the realized actitivites to the sales. The final part provides the evaluation of the hypothesis regarding the findings of the practical part.

The main aim of this study was to investigate current search behaviour among Saudi consumers of travel services, to establish their attitudes towards, and adoption of online search and booking processes. It also aimed to explore current experiences within travel agencies of the adoption of online booking systems in the Saudi Arabian market. The study relied on a multi-method research design, with a focus on using both qualitative and quantitative data across three sequentially organised phases of data collection. Phase one centred on in-depth interviews with Saudi travel agents; phase two adopted a combined approach, using observation and semi-structured interviews, with a focus on getting a comprehensive insight into Saudi consumer search behaviour. In phase three, the researcher undertook a survey of internet adoption and search behaviour with a cross-section of Saudi consumers, located in the UK (N=481). Findings from the first phase demonstrated that Saudi Arabian travel firms continue to rely on offline booking methods and have been relatively slow to adopt online systems. Key factors influencing the adoption of online travel booking technology included attitudinal and cultural factors and an absence of customer trust, security and privacy. The second phase results indicated that information search and evaluation emerged as a single highly integrated process, however behavioural elements within the process varied across individuals, according to their search strategy and level of prior experience. In phase three, the key relationships in the conceptual model were examined, notably the relationship between search constructs and purchase intention. Only a few past studies have examined information search and evaluation in relation to purchase in emerging markets. This study offers a more in-depth perspective on search intention and information search and evaluation in the pre-purchase stage for online travel products. Key insights have emerged on the nature of the relationship between search intention, information search and evaluation and purchase intention through the development of a more comprehensive conceptual framework than in prior studies. The qualitative research demonstrated a) how search ability and search strategies were reflective of confident and well-established search behaviour on the part of Saudi consumers and b) gender and regional variations c) that the nature of information search and evaluation is shaped by behavioural differences at an individual consumer level. The study also offers a deeper understanding of the challenging perceptions that exist with regards to the slow adoption of online travel processes among Saudi Arabian travel firms.

The title: The communicative stratégy of F2 fitness center in Strakonice The aim: The main aim of this diploma thesis is to propose new measures of the communication strategy for the following years. To obtain the data, there will be an analysis of the current communication strategy and the related awareness of population of Strakonice in terms of F2 fitness center in Strakonice. Methods: In this diploma thesis, methods in both qualitative and quantitative research were used. In terms of qualitative research, there were interviews (structured interview according to instructions) with the head of the fitness center and participating observations at F2 fitness center. Quantitative research was used mainly for the method of personal interviewing the individual respondents. The total number of respondents interviewed is 211. Results: The result of the diploma thesis is the proposal of new measures regarding the communication strategy of F2 fitness center in Strakonice. The measures contain some novelty in the field of modern communication that F2 did not have at the time of writing this work. This primarily concerns digital marketing, involving social networks focusing on PPC and CPM advertisement and their mutual interconnection between individual accounts. New measures also include the use of other...

The thesis is focused on proposal of communication mix for the producer of high-precision grinding machines. This contains the most important concepts and principles related to the current issues of marketing in the B2B segment. Furthermore, a detailed analysis of the current state of the company and created a specific proposal of new communication mix, which should lead the fulfillment of the objectives set.

<p><strong>Purpose –</strong> Target of this study is to develop a social media framework, the essential “ingredient” for a social media concept for the destination Usedom. The following question is in the centre of this investigations attention:  How to create awareness and dialogue by using Social Media for the destination Usedom taking into account the new Usedom Welcome Visitor Centre that will be open 2011?</p><p><strong>Methodology/approach</strong> – Mainly, an observational approach as research method is used to answer the research question, collecting empirical data not by questioning respondents, but by observing different forms of activity. Writing about social media, to use the Internet for observational research is natural and can be further enhanced due to the accessibility and retrieval of information and cross-validation of the information available from several sources.</p><p><strong>Findings</strong> – Social media marketing eliminates the middlemen and provides destinations with the unique opportunity to have a direct relationship with their customers. In today’s knowledge-society where</p><ul><li>people want to engage – want to be active – want to create content on their own </li><li>people talk: online and offline - positive or negative – with or without the destination</li></ul><p>NOT participating is NO option. In case of the isle of Usedom, the Social media concept should be of listening and outreach character. As a holistic marketing approach where “everything matters” is needed for destinations, online and offline activities need each other. In addition to social media marketing even search engine optimisation, ad words and target mails are important tools for a successful online strategy.</p><p><strong>Research limitations/implications – </strong>Most important is the time limitation. The validity period is limited. A Social Media framework of today is not the social media framework of the future. Social media is changing rapidly. New channels appear - others disappear. Moreover, another limitation is the subjectivity: the author of this study observes the Internet in accordance to the research question and allocates a sample pursuant to her knowledge and experience.</p><p><strong>Practical implications</strong> – Aside from the destinations’ website being adapted by social media elements, Facebook serves as ideal tool to nurture relationships between the customer and the destination by being creative, honest and assessing competitors as partners. As one of the easiest and most versatile social networks for professionals today, Facebook is a profile and presence aggregator, channelling all online activity through one main hub and combining almost every online social tool that can be used.</p><p><strong>Originality/value –</strong> Targeting the destination Usedom, but also being applicable for other German tourist destinations, this study provides both: a theoretical and with ideas filled framework to create awareness and dialogue by using social media as complement to traditional marketing activities. Being the first investigation that has been done for the destination Usedom in the field of social media, this study aims to inspire other tourist destinations as well as students to learn about social media and to further investigate in this field.<strong> </strong></p><p> </p>