The diploma thesis deals with the usage of mobile applications for communication within loyalty programs and direct marketing. The objective of this thesis is to identify the potential of the usage and to compare the efficiency of the communication through mobile applications for smartphones in communication within the loyalty programs with e-mailing. The comparison of both communication channels was done based on campaigns, which were realized for purpose of this thesis for the real client. Researched metrics were click through rate and conversion rate. The identification of mobile application usage potential for communication was done through questionnaire and interview with experts.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193103 |
| Date | January 2014 |
| Creators | Muff, Erik |
| Contributors | Zamazalová, Marcela, Dufek, Tomáš |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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