Content marketing is a popular marketing strategy, which has increased significantly during the last years. The term content marketing is new but companies have been working with parts of the strategy for decades. The new digital era changed the communication from a one-way to a two-way communica- tion. Customers now have a demand for relevant content that is valuable for them. The purpose of this dissertation is to develop an understanding of this marketing strategy, and clarify the key dimensions that distinguish content marketing from other marketing strategies. This thesis rests on a realistic philosophy with an abductive approach. Based on previous research different definitions of the marketing strategy are used to develop a model of the key dimensions of content marketing. A qualitative data collection with semi-structured interviews is performed on seven participants in order to explore what is seen as important aspects, and to gather new insight about the unclear marketing strategy. The findings indicate a differentiation between companies, but there is a consensus of the most im- portant aspects. Findings of how the strategy is done results in a new model, and a new definition of the marketing strategy. Suggestions for further research include examining how companies measure con- tent marketing. The results contribute with a clarification and further description of what content marketing is, and the most important aspects to consider when working with the strategy. The results of this study are useful as a guideline for people starting to work with content marketing, with the aim to understand the market- ing strategy.

Internet expansion opened up a new business market with a very low barrier to entry. This make online trading as very popular and competitive. The aim of this work is to describe the business on the Internet, especially the stage of promotion, campaign measurement and interpretation. The first chapter deals with the description of tools available for online promotion, technological options for the measurement and subsequent interpretation the results of business activities. The theoretic section describes the entire process on the case, prosperous and rapidly growing international company Pixmac, including detailed descriptions of setup of the analytic system, selection of promotional tools and ROI calculations for optimization and campaign settings.

O crescimento da Internet ao longo dos últimos anos como canal de vendas e canal de relacionamento entre as empresas e seus consumidores acabou por torná-la uma das principais apostas das grandes redes de varejo para a expansão dos negócios e aumento de sua performance operacional. Dentro deste contexto, o objetivo desta dissertação é contribuir à formação do conhecimento na área pesquisando o comportamento do comprador online brasileiro, especificamente alguns dos elementos motivadores e inibidores de compra, além de outros aspectos relacionados à frequência de compra, satisfação com o meio e indicadores demográficos. Para cumprir tais objetivos, foi realizada uma revisão bibliográfica passando pela literatura acerca de comportamento do consumidor e de estudos empíricos voltados especificamente à área de Internet. Complementarmente, foi conduzida uma pesquisa de campo quantitativa com 238 usuários de Internet brasileiros, visando contrapor os resultados às referências teóricas pesquisadas. Os resultados do estudo apontam a existência de diferentes níveis de importância entre os elementos determinantes do meio de compra (a destacar os fatores de preço e facilidade de acesso), além de identificar relações significativas positivas entre a intensidade de uso da Internet e a quantidade de compras realizadas online; e também entre a satisfação com as compras online e a intenção de realização de compras futuras pelo meio. / The growth of the Internet over the last years as a sales channel and as a relationship channel between companies and its costumers has ultimately made it one of the main bets of the largest retail chains for achieving business growth and for increasing their operating performance. In this context, the objective of this dissertation is to provide a contribution to the knowledge development in the area by researching the buyers behavior in Brasil, specifically some of the motivators and inhibitors elements of the online purchase, along with its correlation to other related aspects, such as purchase frequency, medium satisfaction on purchase, and key demographics of the online buyer. In order to reach these goals, a literature review has been conducted over consumer behavior references as well as empiric studies more specifically oriented to the dissertation discussion area. A quantitative field research has also been conducted with 238 Brazilian Internet users, with the main purpose of comparing the survey results to the literature review findings. The study results indicate the existence of different importance levels among the determing elements of the purchase mean (to be highlighted the importance of the price and easy access factors), besides pointing out positive and significative correlations between the intensity of Internet usage and purchase behavior; and between online purchases satisfaction and future purchase intention.

This diploma thesis outlines the ways of efficient marketing use and performance measurement of social networks by FMCG companies. The first chapter defines the concewpt of social networks, describes their benefits for company marketing and introduces the major world and Czech social networks. The second chapter is dedicated to the current most important social network, Facebook. The sub-chapters are covering structure and creation of a fan page, main principles of page management, post planning, aplications, ads, social graph and Facebook advertising policies. Main attention is given to the content of a fan page. the third chapter introduces the marketing potential of Youtube.The fourth chapter features the options of social networks performance measurement. The second half of the work introduces the marketing strategy on social networks for the company Nutricia a.s.

This master's thesis deals with online marketing of the Language centre Laurus. The main objectives of this work are the assessment of the current state of online marketing of the Language centre Laurus, evaluation of the effectiveness of used communication channels, and recommendations leading to higher commercial success of the web pages. The theoretical part consists of three blocks. The first chapter is devoted to web sites, information architecture, usability and accessibility. The next chapter introduces the possibility of building traffic on web pages, and the third part consists of analysis of the competition. The following chapter includes methodology in which the used tools and procedures of the analysis are introduced. The practical part of the thesis includes introduction and analysis of the online marketing activities of the Language centre Laurus in that is the central part composed of the PPC advertising, SEO analysis and user testing of the web pages. The conclusion of the practical part includes the evaluation of the online marketing activities of the Language centre Laurus and recommendations for further procedures in the field of online marketing activities of the centre.

This thesis primarily focuses on usability of video in tourism destination online marketing. Main aims are analysis of video usability modes and testing of online video ad effectiveness. Thesis also evaluates overall advisability of using videomarketing tools in destination marketing. The first chapter describes international tourism and some important tourism terms related to the overall topic such as destination, image and destination marketing. The second chapter contains facts about key internet trends and their use in tourism industry. There is also part dealing with mutual influence of internet trends and tourism consumers' behavioural shift. The third chapter presents the analysis of roles and usability modes regarding online video. In the fourth chapter there is a test of banner advertisements effectiveness consisting of video and non-video banners data comparison. Results show possible usage modes of videomarketing for destination. User generated content with video, social networking and review systems were identified as key tools for combining with online video and thus enhancing online destination marketing. These topics are also considered as the most suitable for further research. Data testing results point out higher effectiveness of ads with video content when compared to non-video content ads.

The world of luxury products for many years was reserved only for the selective and exclusive audience. It looked like it was impossible to experience it or to get in for someone from outside. Marketers of luxury brands have created such an environment where clients could feel exclusivity and enjoy timeless quality, values, history and heritage of the brand. It is very important to maintain the traditional values for luxury brands but in order to stay in touch with the target audience, luxury producers have to face and adapt to rapidly changing environment. There are a lot of debates about comparability of the Internet and luxury, as digital world is too impersonal comparing with core competence of luxury: exclusivity, outstanding experience and human touch in everything including craftsmanship, personal selling and customer relations. In current environment luxury companies cannot ignore the importance of the Internet as a communication and transaction tool and have to stay in touch with its target audience. The main contribution of this dissertation thesis is an analytical framework "features of importance for online luxury consumer satisfaction" that will help luxury marketers to understand online luxury consumers, their motivations, behavior and preferences. Additionally, framework presents the up-to-date data that can be executed while creating digital marketing communications strategy. The influence of content, social, process and technology gratifications on the online luxury consumer satisfaction was investigated. By incorporating the quantitative approach it was possible to make a deep analysis of the research problem. To obtain the necessary data the group structured questionnaire was used to analyze the proposed research model. A total of 133 respondents were accepted for the investigation. Analysis of correlation proved the positive relation between gratifications and luxury consumer satisfaction, even thought, proposed gratifications had different influence on the satisfaction. Content and technology gratifications had the most strong and positive influence on the satisfaction. However, from the obtained results it is visible that social gratification had the least important but still positive effect on the luxury consumer satisfaction. The obtained results are a valuable asset for the luxury companies as research revealed the main directions and themes on which luxury marketers should stress while creating online communication strategies.

This general purpose of this qualitative study is to investigate how businesses and consumers are co-creating brand value on social media by sharing photos on Instagram. The main focus is two-fold, one is to look at how corporations like Nike and Starbucks are utilizing Instagram to engage customers; another is to look at how customers presenting brand images and identify with brand personalities. This research analyzed 238 customer-created images and 62 corporate-created Instagram images using a hybrid method of qualitative content analysis and thematic analysis as an empirical way to explore the big picture of this new and understudied topic. The data was collected through Keyhole and Statigram, two online social media analytical tools. The analysis of the data shows overall positive brand image sharing among customers, implicit, indirect tactics in companies' official image sharing, and customers' use of brand as a way to promote and express themselves. Overall, customers' brand value co-creation practice on Instagram focus heavily on the individuals' self expression rather than brand community building. The study also discovered valuable themes of the use of selfies and the self-directed sarcasm among Instagramers who share brand images. The findings showed an overall decentralizing brand value co-creation process and that marketers today will face more and more challenges in controlling and managing a consistent brand image. The study contributes to the understanding of visual communication and the new marketing paradigm in a visual centric digital culture.

Purpose: The paper seeks to provide insights into the application of internet communication technologies with social media in tourism industry from the perspectives of destination marketing organizations (DMOs), evaluating their effectiveness for tourism destination marketing management. The specific purpose is to uncover the important role online marketing with practice of social media to build the destination brands and engage the audience to reach potential visitors. Design/methodology/approach: Qualitative case-study method generates understanding of approach on digital innovation in DMOs’ marketing. In-depth interview allows exploration of how online marketing strategies with practice of social media used in destination branding processes and engagement of the audience. Findings: DMOs need to realize the role online marketing and social media activities in marketing tourism destination and engage the audience to reach the potential visitors. Social media as one of internet communication options is an area of growth in the online marketing communication  DMOs need to emphasize the wide participation in online marketing and social media activities to achieve benefits. DMOs have to be in the place where the visitors are. Integrating online marketing and social media activities with traditional marketing is an essential marketing strategy for today’s DMOs. Practical implications: Understanding the role of online marketing and social media in building destination brands and creating audience’s engagement may contribute to the success of marketing strategies and correspondingly to the destination’s ability to increase the competitiveness. Research limitations/implications: This study offers the contributions to the need of creating online marketing strategies and leveraging social media activities. However, it probably suffers from the fact that it has been conducted in a specific DMO. Therefore it would be evaluated in comparison with the results of other DMOs to generalize the patterns. Originality/value: The study contributes to debates on the use of social media in destination marketing, the value of the study lies in a new approach to the role of online marketing and social media focusing on building destination brands

With the large growth in use of social media by teenagers, young adults and adults alike, there has also been a boom in the number of charitable nonprofit organizations that are adopting the medium to reach out to existing and potential supporters. But has social media been an effective tool in spreading out the word about a cause while retaining and recruiting donors and volunteers? This multimedia report aims at analyzing how three Austin-area nonprofits are using Facebook and Twitter to connect to constituents, as well as how online and offline constituents are responding to this relatively new approach. In order to do that, a series of interviews were conducted with nonprofit professionals, supporters, and industry and academia experts. In addition to that, constituents were surveyed about their engagement with the organizations both online and offline. To view this project in its entirety, including the video interviews, please visit http://evamenezes.com/mastersreport/. / text