Využití internetových médií v online marketingové strategii firmy

This master thesis deals with the trend of social media and their use in the company´s online marketing strategy. The current trend of connecting the world and consumers online and using social networks applies not only to small brands, but also to large companies. Therefore for marketers, it is a challenge to communicate emotionally to their customers in an online environment via social networks. The aim of the study is to focus on specific internet tools and find out how they can be effectively used in the online marketing strategy of Lorii, the Czech lingerie brand. The thesis is divided into a theoretical and practical part. In the theoretical part, the author defines concepts for a better understanding of the whole topic. It focuses on understanding the digital ecosystem, segmenting and defining audiences in online campaigns, Instagram and its ads effetctiveness, and incluencer marketing. The practical part deals with the introduction of the brand Lorii, the analysis of secondary market data, group interviews that were arranged for qualitative research with respondents from the Lorii target group, and subsequent evaluation of research and recommendations for the brand. Finally, the author summarizes key findings of the research, and answers the central research question, and defined main questions of the research.