Návrh online marketingové kampaně pro produkční agenturu

Abstract

The aim of this work is to design an internet marketing campaign for the agency ANOPA International, Ltd. The main objective of the research is to find out the communication and customer behaviour of production agencies on the Internet. The thesis is divided into 4 parts, where the first part defines the theoretical background and basic concepts of online marketing, including a description of current marketing, marketing mix, marketing of services, as well as marketing communication in the online environment. The second part characterizes the production agency ANOPA International, Ltd. and its internal and external environment and the factors that affect it. The methodological part explains the data collection methods, the problems and objectives of this thesis and the data processing procedure. Furthermore, in the analytical part, the analysis of the questionnaire survey, SWOT analysis and analysis of the agency's current communication in the online environment, including the analysis of traffic, are elaborated. In the last part of this thesis, suggestions and recommendations for new online communication of the agency are described, including specific tools, suggestions, objectives and target groups. Suggestions were made for website improvements, a proposal for a business profile from Google, as well as suggestions for creating a profile on a selected social network and a newsletter proposal for selected target customer groups.