Online marketing

In this bachelor thesis I work with with the use of digital technologies in marketing. In the theoretical part of the work, will be introduced the theoretical foundations of marketing and online marketing by the description method. In the first chapter of the theoretical part of the thesis Theoretical definition of marketing, I do first present the basic characteristics of marketing and its definition and describe the marketing concept. I also focus on marketing strategy, where I describe situation analysis and its selected techniques and define the terms: segmentation, targeting, positioning. In the last part of the first chapter I deal with the marketing mix. In the second chapter Online marketing, I first deal with the basic characteristics of online marketing and its history, then characterize the various tools of online marketing, their benefits and potential dangers that their use poses and specific examples of their use. In the third chapter I describe current trends in online marketing, which include the protection of users' privacy, the principles of advertising on the Internet and ad blocking, which is a very popular addition among users. In the fourth and last chapter of the theoretical part of the work I describe the goals of online marketing. Understanding these basics is essential for the subsequent research.In the practical part of the bachelor's thesis, I focus specifically on the online marketing tools of Naos, focusing on the Bioderma brand. The empirical part of the work is based on the description and analysis of digital marketing tools used by the selected company. In the first part I mention the presentation of the company NAOS Czech Republic s.r.o. and the position of the Bioderma brand on the Czech market. The second part deals with digital marketing of the Bioderma brand. Here I define who the brand is targeting, its marketing mix, communication and individual online marketing tools. The main goal of this work is to describe and evaluate the tools from the environment of marketing communication on the Internet and on social networks, which the Bioderma brand used during the period 2016-2019. The partial goals are to describe the advantages and disadvantages of the marketing communication tools used on social networks and to formulate recommendations for future development.