Application of market research in analysis of inbound marketing campaigns with particular focus on social media.

Ing. Yana Sudakova

Master's thesis

Abstract:

This thesis aims to compare inbound marketing practices of traditional and virtual financial institutions in Austria. The first part begins with a description of the basic ideas of digital-only banks. Then the need of customers in traditional banks is explained. A variety of inbound marketing practices is described in the second chapter. The last paragraph of the theoretical part illustrates how return on investment from online marketing can be measured. Austrian financial services market is analyzed, focusing on the online services and inbound marketing, in the second part of this thesis. The main local institutions analyzed in terms of the development of their digital services (such as online banking, mobile banking), web content and social media activity. Final paragraph provides recommendations to traditional banks. The work is summarized in the conclusion where stated hypotheses are evaluated. Questionnaire is attached as appendix.

Keywords

Content marketing, direct banks, financial marketing, inbound marketing, mobile marketing, online banks, ROI, return on investment, SEM, search engine marketing, SEO, search engine optimization, social media marketing, traditional banks.

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 14. 4. 2015

Obhajoba závěrečné práce

• Obhajoba proběhla 28. 8. 2015
• Vedúci: M.A. Ondřej Kotouč
• Oponent: Mgr. Pavel Kotyza

University of Finance and Administration

Master programme / odbor:
Economics and Management / Marketing Communication