Analysis, Development and Improvement of Online Marketing Strategies for an Online Startup Business

Timofei Fedotov

Bakalářská práce

Abstract:

In the last few decades, the Internet has recorded rapid growth to become a major facilitator of global business and commercial communication. The number of active websites has increased from 23,000 in 1995 to more than 192 million in 2025. In addition, the value of e-commerce has increased from a trivial value to over one trillion dollars and continues to rise. The Internet has provided a platform through which companies can explore diverse business opportunities to penetrate markets that would have been impossible to reach through traditional business channels. Therefore, internet marketing has been identified as a complex operation involving planning, strategizing, cost evaluation, and the choice of appropriate marketing tools to suit the ever-changing nature of the Internet. The first part of the paper involves a review of various studies on digital marketing, market research, the audience, analytics measurement, and development. The study also recognizes a number of challenges, including poor online communication with customers and customer dissatisfaction with social media interactions. In order to address these challenges, a number of recommendations have been proposed. These include sending newsletters to customers via email and SMS, developing an Instagram community to enhance customer communication, maintaining a Facebook group, and designing an official website with detailed information regarding the shop. By implementing these recommendations, the sunglasses store is likely to enhance its online presence, improve customer loyalty, and attract more potential customers in the digital market.

Keywords

market research, target audience, analytics and measurement, development., Digital marketing

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 17. 3. 2026

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.
• Oponent: Lenka Platilová Vorlíčková, Ing.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration