Analýza digitálních marketingových aktivit ve vybrané společnosti

The thesis focuses on the evaluation of digital marketing activities carried out by a selected anonymous company, HCV s. r. o., targeting the Czech market. The company operates in the B2B sector within the heating, cooling, and air conditioning industry. The analysis covers SEO and PPC activities, the company’s presence and content activity on social media platforms where it is active (Facebook, Instagram, LinkedIn, YouTube), as well as e-mail marketing campaigns. The conducted analyses were consulted with marketing specialists in the fields of SEO and PPC. The results highlight an inappropriately chosen e-commerce solution considering the nature of the B2B market, inefficient overinvestment in brand building, and insufficient lead generation. The potential for more meaningful use of social media in the context of B2B communication was identified. The findings for HCV s. r. o. are summarized in a SWOT analysis, followed by recommendations for the effective utilization of the company’s future marketing activities.