In this diploma thesis we focused on the coneceptualization of digital marketing communication and the analysis of inbound versus outbound marketing relation. Firstly, we therefore take a closer look at digital channels and digital media channels. With a broader understanding of inbound marketing we depict its elements and describe the customers' journey and their behaviour on digital channels with the help of McKinsley's change model. The purpose of the diploma thesis was to analyse different inbound marketing strategies, and then based on e-mail marketing campaigns results review and compare the affect quality content has on the action of opening e-mails and unsubscribing from news, and on the actual purchase of products or services.
In the research process we examined the strategy and tactics of inbound marketing with selected cases. We successfully analysed the e-mail marketing campaign results and established there are many resources of inbound digital marketing that remain unexploited, since new trends arise daily. Managament still does not see the benefits of inbound marketing, since it requires a long-term strategy, which means results are not visibile immediately.
|
