Digital Marketing Strategy for Online Ticketing Development: A Case Study

The bachelor thesis focuses on the digital marketing strategy of the company NFCtron, which aims to increase awareness of the possibility of using the NFCtron Tickets platform for online ticket presales and potential growth in the ticketing clientele in the Czech Republic and Slovakia. The bachelor thesis focuses only on the area of ticketing and the very first campaign that the technology startup NFCtron is launching for this topic. The thesis deals with course of the campaign from the idea itself, through the implementation to the evaluation and analysis based on data. Implementation also includes the creation of a new optimized website and, primarily, the launch of paid advertising in Google text search, which was chosen for this campaign. A significant part of the thesis is identifying the key steps that are important to follow before the actual launch of the digital campaign, focusing on search engine functionality, content strategy, advertising launch options, as well as understanding how search engines and keywords work. Data collected during advertising launch are subsequently evaluated using supporting tools such as Google Analytics and Google Ads with the aim of optimizing and implementing a functional solution that could work in the long term.