Využití digitálního marketingu pro prodejny "Bezobalu"

The diploma thesis deals mainly with the acquisition of digital marketing and the effective use of its tools for Bezobal stores. The aim of this work is to analyze and evaluate the Internet activities of the non-profit organization Bezobal, which operates barrier-free stores in Prague, and to develop recommendations for improving their efficiency in the online environment. The main task is to characterize the individual disciplines of digital marketing and show how new marketing trends can be effectively used, with which the organization will increase awareness of itself and at the same time its competitiveness on the Czech market. The first part presents the theoretical basis of digital marketing and its various tools that can be effectively applied in designing online marketing strategies. In the practical part I deal with the analysis of the company, the competitive environment, the target group and the corresponding way of communication. It is very carefully examined the results of the PPC campaign, which provide insight into how much a similar campaign could be beneficial for the company in the future. To fulfill the goal, a questionnaire survey was conducted and the PPC campaign was examined. Based on the results obtained, a number of recommendations are proposed across the disciplines.