Evaluation of Digital Marketing Communication

Rushik Rameshkumar Patel, B.E.

Diplomová práce

Abstract:

Digital marketing is the practise of promoting products or offerings via the use of digital technology, especially the internet, and furthermore mobile devices, display advertising, and several other digital media. The growth of digital marketing ever since 1990s and 2000s significantly altered how companies as well as brands utilise technology towards marketing. Digital marketing efforts are growing more common and effective as digital tools are more thoroughly integrated into marketing strategies and daily life, as well as more consumers utilise digital gadgets rather than going to physical stores. The way businesses of all sizes interact with target customers has changed because of digital marketing. To reach people more directly than ever before, digital marketing may be utilised in conjunction with traditional marketing strategies. Building a brand entail employing direct advertising efforts to increase brand recognition, advertising products as well as services, develop relationships, and offer something that benefits the intended market. It raises brand awareness, consumer loyalty, as well as satisfaction of customers. Digital marketing helps the marketers to achieve the said, all through direct advertising via digital platforms. Thus, the main purpose of the research is to study the influence of digital marketing on brand building. In order to achieve the research objective, secondary data is obtained as part of the literature review for getting deeper insights about the concepts and existing literature, while primary data is collected from 160 customers in India using a structured close ended questionnaire through Google forms for analytic purposes as part of the practical component of the thesis. The acquired data is analysed using statistical tools in IBM SPSS (v22) and Microsoft Office Excel for graphs and tables.

Keywords

Brand Building, Brand Communication, Digital Marketing, Digital Branding, Brand Loyalty, Brand Recognition, Brand Perception

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 28. 3. 2024

Obhajoba závěrečné práce

• Obhajoba proběhla 28. 5. 2024
• Vedoucí: Ing. Tereza Balcarová, Ph.D.
• Oponent: Veronika Zajíčková, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Business Administration