Analýza internetové komunikace společnosti na B2B trhu

Abstract

This bachelor thesis deals with analysis of Internet communication of company, which trades on the B2B market of metallurgical products. The bachelor thesis includes theoretical and practical part. The theoretical part is focused on marketing communication, Internet communication, marketing communication in the B2B market, SEM and SEO and web site traffic analysis by Google Analytics and Heat Maps. Due to analysis in practical part there were suggested some recommendations that could lead to increasing effectiveness of marketing communication on the Internet, attracting new customers and contracts. These recommendations primarily improve the appearance of web pages, improve the quality of optimization through SEO, make more effective PPC campaigns, make more entries in the Internet catalogues or use an e-mail for better communication with customers. This analysis demostrates that Internet communication provides effect to company, but has some mistakes that should be corrected.