We live in a world where technology has a powerful impact on us and also on businesses and their operations. Almost all companies now have to use technology, especially those companies that present or advertise their products or services online.
The thesis consists of a theoretical and empirical part. The theoretical part presents digital marketing, its channels, and key concepts related to this topic. The empirical part is based on research conducted in a selected company and the analysis of the research using the semi-structured interview method and observation method.
In the first part of the research, through interviews, it was determined which platforms the company uses and that the company partially exploits the potentials of digital marketing to the extent possible for them. Based on the respondents' answers, it would be sensible to add advertising on TikTok and take advantage of the messaging feature offered by Brevo. Due to the budget, which is not dependent on the company, the company has to choose its advertising methods carefully.
In the second part of the research, through the observation method, it was found that the company partially exploits the potentials of digital marketing. It should be noted that many things depend not only on the company but also on the business partner. Through the observation method, it was concluded that they could also utilize some techniques they are currently not using and create a mobile application that would provide easier access to the website via a mobile phone.
The results of the thesis research can assist the company in assessing the current situation and in achieving what they currently do not attain.
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