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

Marsel Spartak

Bachelor's thesis

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.

Language used: English

Date on which the thesis was submitted / produced: 2. 12. 2025

Thesis defence

• Date of defence: 4. 2. 2026
• Supervisor: PhDr. Martina Jarkovská, Ph.D.
• Reader: Kristýna Dobiášová, Mgr.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Business Administration