Návrh inovace marketingu vybraného e-shopu

Abstract

The topic of the thesis is the proposal of marketing innovation of a selected e-shop. The aim of this thesis was to evaluate the current marketing activities of the e-shop and to propose suitable marketing innovations that will lead to better sales results. The theoretical part is devoted to innovative marketing with a focus on sources of innovation, internet marketing, e-shop optimization and Google Analytics. Subsequently, a characterization of the selected e-shop is made, focusing on customers, competitors and current trends in marketing. The research was conducted from the data obtained from Google Analytics. From this data, analysis was done and suggestions and recommendations were made for the selected e-shop. The results show that e-shop operators should continue with their current marketing activities at least to the same extent as before. Suggestions were related to content marketing, specifically increased activity on social media and sales promotion in the form of regular newsletters.