Aplikace aktuálních trendů online marketingu na internetový obchod

Abstract

The aim of this thesis is implementation of current trends in online marketing on the internet shop. In order to achieve the objectives, the thesis encompasses introduction of theoretical foundations related to the issues of online marketing, analysis of the current e-shop state from the perspective of current online marketing tools and application of selected online marketing trends that have been presented in the work itself. The overall problem was solved by using current tools of online marketing. This included for example the integration of e-shop on social media, creation of campaigns on support websites (microsite) for the purpose of backlinks and for improving communication with the customers through e-mail marketing. These steps are intended to increase traffic of the e-shop website, improve confidence among the customers and to create relevant content for the e-shop. All applications of online marketing tools that were part of this work, led to an overall increase of e-shop’s orders. The main finding gained by the application of the current online marketing trends was an increase of conversion ratio for the e-shop. The increase was on average about one percent compared to the previous year, ie 2015.