Theses 

Application of market research in analysis of inbound marketing campaigns with particular focus on social media. – Ing. Yana Sudakova

česky | in English | slovensky

Section:
Use to change section. Address within IS:

Zpět na vyhledávání

Ing. Yana Sudakova

Master's thesis

Application of market research in analysis of inbound marketing campaigns with particular focus on social media.

Application of market research in analysis of inbound marketing campaigns with particular focus on social media.

Abstract: This thesis aims to compare inbound marketing practices of traditional and virtual financial institutions in Austria. The first part begins with a description of the basic ideas of digital-only banks. Then the need of customers in traditional banks is explained. A variety of inbound marketing practices is described in the second chapter. The last paragraph of the theoretical part illustrates how return on investment from online marketing can be measured. Austrian financial services market is analyzed, focusing on the online services and inbound marketing, in the second part of this thesis. The main local institutions analyzed in terms of the development of their digital services (such as online banking, mobile banking), web content and social media activity. Final paragraph provides recommendations to traditional banks. The work is summarized in the conclusion where stated hypotheses are evaluated. Questionnaire is attached as appendix.

Keywords: Content marketing, direct banks, financial marketing, inbound marketing, mobile marketing, online banks, ROI, return on investment, SEM, search engine marketing, SEO, search engine optimization, social media marketing, traditional banks.

Language used: English

Thesis defence

  • Date of defence: 28. 8. 2015
  • Supervisor: M.A. Ondřej Kotouč
  • Reader: Mgr. Pavel Kotyza

Citation record

ISO 690-compliant citation record: LaTeX | HTML | text | BibTeX | Wikipedie

Full text of thesis

Contents of on-line thesis archive
Published in Theses:
  • no one
Složka Reference to the local database directory of the institution
Other ways of accessing the text

Institution archiving the thesis and making it accessible: Vysoká škola finanční a správní


Go to top | Current date and time: 22/3/2019 13:47, Week 12 (even)

Privacy

Contact: theses(zavináč/atsign)fi(tečka/dot)muni(tečka/dot)cz