Analýza vlivu reklamního retargetingu na ekonomiku podniku

Abstract

This master's thesis focuses on the impact of retargeting, a form of online advertising, on the economy of a selected company. Retargeting is designed to help companies reach 98% of users who do not convert during their first visit to websites. The thesis consists of a theoretical and practical part. The theoretical part deals with the definition of marketing, Pay per click, and retargeting, while the practical part analyzes the macro-environment and micro-environment of the selected company using PEST and Porter's Five Forces analysis, the marketing mix, and the company's financial results before and after the implementation of retargeting. The hypothesis of the work assumes that after the introduction of retargeting, the key economic indicators of the monitored company will increase.

The aim of the diploma thesis is to analyze how retargeting affects the economy of the chosen company and to determine whether its use contributes to the improvement of financial indicators such as liquidity, indebtedness, and profitability. The thesis confirms that retargeting can be an effective tool for brand optimization and conversion but works best when it is part of a broader digital strategy that includes content marketing, PPC advertising, and targeted display.