Digital marketing in business: a case study of a selected company

Marsel Spartak

Bakalářská práce

Abstract:

This bachelor thesis examines the effectiveness of digital marketing using the case of Rant, Inc., an online media company operating in the entertainment and lifestyle sector. The study evaluates how the organization utilizes social media platforms, search engine optimization (SEO), and content-driven brand communication to attract and retain audiences. A combination of SWOT analysis and qualitative content analysis was applied to assess the company’s strategic position and the consistency of its digital presence across Instagram, Facebook, Twitter/X, and TikTok. The findings show that Rant, Inc. benefits from strong trend sensitivity, rapid content production, and an informal tone that resonates with its audience. However, the analysis reveals weaknesses, including limited visual identity, inconsistent posting patterns on key platforms, and a high dependence on algorithm-driven traffic. Opportunities such as short-form video expansion, influencer collaboration, and improved SEO practices offer pathways for long-term growth. Based on these insights, the thesis proposes strategic recommendations aimed at enhancing content consistency, brand recognition, and overall digital marketing performance.

Keywords

content analysis, SEO, social media strategy, online media, branding, user engagement, trend-driven content, Rant Inc.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 2. 12. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 4. 2. 2026
• Vedoucí: PhDr. Martina Jarkovská, Ph.D.
• Oponent: Kristýna Dobiášová, Mgr.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration