This diploma focuses on online marketing trends among the Czech e-shops in 2016 and what impact does online marketing have on e-shops profit. The main sources of information to draw a conclusion include consultation with the four agencies, who are responsible for several dozen e-shops, and consultations with the two renowned online marketing specialists. Moreover, data collection was conducted from May to do December 2016. The total number of respondents in the quantitative research was 625 online shoppers and 41 e-shops. In the qualitative research were interviewed 18 e-shops. From the analyzed responses was created and overview on how online marketing trend of Czech e-shops in 2016 looks like and what impact does online marketing have on their profit.

This diploma thesis deals with a web presentation of café-type enterprises in Blansko. After introducing the options of online presentation and how to optimize it, it is shown how to work with web analysis. There is analysed café market in Blansko district, followed by analysis of web presentation of Cafisco and Julie's coffee shops in Blansko. There is designed a strategy for these two cafés to improve their presentation and then evaluate the steps taken. Businesses are then encouraged to further optimize their presentation on the Internet. Cafes in this district have some common features, which are then generalized as the basic recommendations for these types of businesses in the area.

Diploma thesis is focused on creating a strategy and evaluating an effectivity of PPC campaigns of the e-shop called Factcool. Introduction of the diploma thesis is dedicated to the currently most used online advertising systems Google Ads and Facebook Ads. The PPC strategy is created based on the worked-out analysis of the current state.Thestrategy andcampaignseffectivity are evaluated with use of analytical platforms. The main goal of the diploma thesis is to find any drawbacks of the strategy and to come up with ideas for improvement not only for the specific e-shop, but also for the whole industry.

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Title: Creation of marketing communication within the business plan of the new created e-shop Objectives: The main goal of the final diploma thesis will be the creation of marketing communication for the new created online store. Methods: The theoretical and practical knowledge of internet marketing acquired during the study of the issue and in the long-term employment relationship in the area of social media was used to write the final diploma thesis. Results: The result of the final diploma thesis is the creation of a marketing communication campaign for the new internet shop. The campaign focuses on advertisement on social network and paid PPC advertisement. The advantage of the created marketing communication is its practical applicability in the business plan, which will be realized at the beginning of the new year. Keywords: Questionnaire, Email, Sales Support, PPC Advertising, SEO, Social Media

This thesis defines search engine optimization (SEO) and search engine marketing (SEM) issues. Thesis is divided into several parts which are closely connected to each other. First part of the thesis regards general formulas and terms definitions. In the second part the development on the field of SEO in last two years with accent of main changes which have happened till now is described. A market development in full-text browsers area and a search engine marketing development (where internet is perceived as a marketing instrument) in Czech Republic during years 2004 -- 2009 are also mentioned here. Third part shows opportunities of SEM including the most popular applications description, such as Sklik, AdWords or Etarget, social networks or catalogues. Fourth part concerns web pages analysis and data evaluation, let us say the ways how to analyze and evaluate these pages. Last part of my thesis consists of a practical review of methods and processes, which are described in previous parts of the thesis, with using shoes e-shop example. Here the whole process from opening analysis through keywords analysis till source codes editing and obtaining of external links by web catalogues are described. In addition to the optimization process is part of this thesis also chapter which describes the launch of advertising systems such as Sklik, AdWords and Etarget including evaluation of results and success of particular advertising campaigns realized through these systems. The conclusion of the practical section summarizes the benefits and knowledge that have been achieved by optimizing and which are applicable to other similar projects, which appear across all web in huge numbers. Potential reader of this thesis gets an overview of the current market state concerning full-text browsers in the Czech Republic and search engine marketing. The reader also discovers SEO changes which happened in last two years. Based on mentioned practical part of the thesis the reader should be able to apply basic knowledge in this area, including the basic PPC settings and including analysis of results and their evaluation.

The first part of this thesis, Monitoring website progress after the implementation of a language mutation, focuses on the theoretical foundations of web analytics (history of web analytics, data collection methods, basic metrics) and Internet marketing (importance of Internet marketing and its distribution, Pay Per Click advertising). An analytical tool Google Analytics is also presented in this part. The analytical and application part contains a presentation of Segway-Point company and its website. On this website the progress (sessions, bounce rate, users flow, conversions, etc.) before and after the implementation of a language mutation was monitored and the ads settings using Google AdWords was set up accordingly. The result is the evaluation of hypotheses and a list of advices and recommendations for Segway-Point company.

This diploma thesis focuses on Internet marketing of a tradesman. The theoretical part consisting of the first four chapters introduces Internet marketing and its tools, provides details about search engine optimization (SEO), search engine marketing (SEM) and Google Analytics - tool used to analyze website traffic. The final chapter focuses on Internet marketing of Mr. Škoch, a roofer from Lubná. The thesis analyzes his original website and strategy and then describes the process of creation of a new website, its optimization, creation of paid campaign and a Facebook page. Both websites and strategies are evaluated at the end of the chapter, recommendations are introduced and a list of steps for realization of Internet marketing is compiled. The aim of this thesis is to compile a summary of optimal Internet marketing tools universally applicable especially for tradesmen.

The diploma thesis consists of creating marketing strategy for a new e-commerce. Then diploma thesis specifies conditions of foundation of e-commerce and describe single marketing instruments which leads to more efficient selling results of e-commerce.

The goal of the research in this master’s thesis is an analysis of the current tools used for online marketing including a social networks. Based on these theoretical analyzes specific ways to use online marketing tools of the company XYZ, which is an exklusive distributor of brand Messoa for the Czech and Slovak Republics. Messoa manufactures CCTV and surveillance systems. Work subsequently proposes changes that lead to better effectiveness in the usage of online marketing in company.