Evaluating the Effectiveness of a Business's Digital Marketing

Alina Aribzhanova, BBA

Bakalářská práce

Abstract:

This bachelor thesis examines the digital marketing strategies of luxury fashion giants Dior and Chanel, exploring their adaptability within a rapidly digitalizing business environment. Contrary to expectations, both brands demonstrated robust growth, averaging around 10% annually across selected indicators while adopting conservative digital approaches. Although both Dior and Chanel relied heavily on celebrity and social media marketing, their lack of innovation raises concerns about future relevance, especially as younger generations prioritize e-commerce. The correlation analysis revealed strong ties between profitability and digital marketing, suggesting that greater online engagement could secure a leadership position for the brand that embraces this shift first.

Keywords

evaluation, effectiveness, digital marketing

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 2. 12. 2024

Obhajoba závěrečné práce

• Obhajoba proběhla 4. 2. 2025
• Vedoucí: Jared Daniel Jacques
• Oponent: John McKeown

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration