Abstract of Master Thesis

The document is an abstract for a master's thesis about using online marketing tools to ensure a company's competitiveness. The thesis examines how digital marketing can be used more effectively as part of an overall marketing strategy. It identifies efficient digital actions to increase sales and customer engagement for a French IT company. Interviews and questionnaires were used to gather information, and the company's digital strategy was analyzed. Based on this, the author proposed an action plan and recommendations to optimize social media, content marketing, email marketing, SEO, and automation marketing for the company.

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Abstract of Master Thesis

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Marcela

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Abstract of Master Thesis “Application of online marketing instruments as effective took in assurance of company’s competitiveness” Nowadays people are becoming more and more environmentally conscious, which encourages the establishment of new companies with the same values. ‘The changing environment and technological development redirected consumption, ways of doing business and means of promotion, The marketing reached completely new scale with the invention of the Infemet and resulted in the emergence of digital marketing. The importance of digitalization and online presence involved companies into tough competition for customers attention. Given research paper focuses on the solution of the problem raised by, a francophone IT company «Pentalogy - «How canthe right marketing management implement company’a competitiveness and growth by using online tools? ». ‘The purpose of this study is to examine how digital marketing can be used more efictively as part of a company’s overall marketing strategy. This can be achieved by identifying efficient digital marketing actions for the company to increase sakes and most importantly, customer engagement with the company. Alo, this exploratory research aims to define the company’s target market more precisely, which is stil ‘vague and based on assumptions. ‘The main focus is to find ways to improve these topics in practice, Interviews and questionnaire are the major research methods, selected for gathering supporting information, Extemal view of the author, literature, and other valid sources such articles complement chosen research methods. Strengths and weaknesses of the digital marketing strategy of the company were indicated through analysis of the actual situation, which proved insufficiency its approaches. Action plan for improvement of the situation was proposed by the author, Also are inched recommendations on optimization of social media channels and ullization of content marketing, e-mail marketing, SEO, automation marketing.