Search marketing visibility strategie společnosti iPrice

The goal of this Master’s Thesis is to understand the marketing strategy of a South East Asian meta-search aggregator iPrice and specifically to identify and evaluate the impactful factors influencing online traffic. The first part of the thesis introduces the current digital marketing strategy of the company from a theoretical perspective. This will include the topics of search engine optimization (SEO), search engine tools, and content marketing together with increasingly important link building and its influence on SEO. The practical part of the thesis comprises of quantitative and qualitative research. The quantitative research analyzes the online traffic of the website from different perspectives using various statistical methods. The quantitative research will firstly look at online traffic of iPrice in terms of its progress and content to identify what are the main underlying variables affecting online traffic and the relationships between them. Specifically, correlation and regression will be used to analyze available data. The qualitative research will be conducted by interviewing two C-level executives and a content marketing manager to identify further insights into online marketing strategy of the company. The last part of the thesis will present the author’s recommendations for the company based on the combined findings from both types of the research.