Evaluation of Marketing Communication

B.Sc. Ravi Sharma, BSc

Diplomová práce

Abstract:

In today's dynamic business landscape, companies adapt to changing environments by prioritizing customer satisfaction, exceeding shareholder expectations, and aligning stakeholder interests for sustained competitiveness. Understanding the significance of this change, digital marketing has become a potent instrument for putting various online marketing techniques into practice in order to engage consumers locally and internationally. The impact of digital marketing on integrated marketing communication (IMC) strategies was investigated in a research study using a descriptive survey. The results showed that by increasing customer satisfaction, facilitating integration, enabling marketing automation, and raising brand exposure, digital marketing improves IMC. Key indications of the impact of online IMC were found to include metrics such as website interaction, frequency of return visits, sales volume, and profitability. Email marketing, social media marketing, chatbots, artificial intelligence, and search engine marketing are examples of frequently used digital marketing technologies. The study recommends organizations leverage artificial intelligence technologies to gather comprehensive customer information, covering needs, psychographics, demographics, and geography.

Keywords

Marketing, Marketing Communication, Online Marketing, Social Media, Digital Marketing, Integrated Marketing Communication, Marketing Performance, Marketing Tools, Marketing Strategy

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 2. 12. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 6. 2. 2024
• Vedoucí: Ing. Tereza Balcarová, Ph.D.
• Oponent: Veronika Zajíčková, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Business Administration