Návrh inovace v online marketingové strategii festivalové značky

The aim of this Master’s thesis is to analyze the online marketing channels of a festival brand and, based on the findings, to propose an innovation of its online marketing strategy. The thesis employs a combination of situational analysis and analyses of individual channels, specifically the website, mobile application, email marketing, influencer marketing, social media marketing and paid advertising. The research is based on both secondary data analysis and primary data collection conducted through interview, usability testing and A/B testing. Based on the obtained insights, a synthesis is carried out using the STDC model. The main output of the thesis is a proposed action plan with measurable KPIs that reflects the identified opportunities for strategic innovation and serves as a foundation for the further management of the brand’s marketing activities. The thesis is structured into theoretical, methodological and practical parts, with the conclusion summarizing the key findings and contributions of the proposed recommendations.