Digital Marketing and Audience Development: Analysing efficiency of current approaches through online behaviour mapping of specific target groups

Shubham Thakur

Diplomová práce

Abstract:

The thesis evaluates digital marketing methods by monitoring target group activities online to assess both innovative approach effectiveness and efficiency. The automobile sector in the Czech Republic together with McDonald's serve as reference industries which deliver detailed knowledge regarding how different audience segments behave on the internet. The research employs qualitative methods with an interpretivism philosophy and an inductive research strategy. A descriptive evaluation of online customer engagement patterns is carried out using secondary peer-reviewed journal reviews. Professionals can build target group profiles along with assessing innovative marketing strategies through the strategic trends they identify through thematic coding. The study analyzes the performance level of digital marketing approaches in addition to their operational effectiveness. The efficiency monitoring involves three key elements including complete Return on Investment assessment coupled with channel resource allocation and acquisition costs evaluation. The assessment of effectiveness in the research utilizes thematic coding that explores success-enhancing marketing trends and strategies together with behavioral patterns by employing non-probability sampling of secondary research materials. The research investigates how to combine static database information with actual time-based data to gain enhanced comprehension into evolving customer conduct. The automotive industry depends on personalized marketing approaches based on data analysis for achieving its digital marketing efficiency goals. Literature perspectives demonstrate that omnichannel systems and automated procedures help increase marketing performance through artificial intelligence (AI)-based knowledge insights. The author examines the Škoda, Hyundai, and Praga companies to assess their influencer marketing practices that drive brand recognition. The conversion rate depends heavily on the online behavioral patterns that use influencer marketing together with user-generated content to generate brand trust and customer loyalty. Marketing success measurement requires Key Performance Indicators (KPIs), which, combined with personalized customer content, provide enhanced customer retention rates. Businesses operating in the Czech Republic automotive sector must keep updating their digital marketing approaches to both defend their competitive edge and enhance user experiences. The study generates essential knowledge about progressive digital marketing methods as well as consumer internet conduct and demonstrates how personalized messaging boosts both customer support and marketing outcome performance

Keywords

Consumer Engagement, Digital Marketing, Innovative Approaches

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 3. 4. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 6. 2. 2026
• Vedoucí: Ing. Barbora Hřebíková, Ph.D.
• Oponent: Lukáš Trnka, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Business Administration