Účinnost výkonnostních nástrojů internetového marketingu

dc.contributor.authorMynář, David
dc.contributor.authorStříteský, Václav
dc.date.accessioned2018-02-06T07:06:36Z
dc.date.available2018-02-06T07:06:36Z
dc.date.issued2017
dc.description.abstract-translatedThe paper deals with the characterization and comparison of selected tools of performancebased internet marketing. These are search engine optimization (SEO), AdWords and Sklik advertising and Facebook social network advertising. Research compares individual marketing channels in terms of their cost and visit quality. The cost is expressed by the average cost of the website’s visit to from the particular source. Quality is then determined by a set of subscripts that measure user behavior on the web. For the overall comparison, the overall visit quality indicator was also defined. The comparison is made on data of 74 websites of various industries for the years 2014 - 2016. Research has shown statistically significant differences of the cost per visit between the analysed channels, on the contrary, the observed differences in the conversion rate have not proved as statistically significant. In conclusion, the article provides recommendations for using these tools with a focus on small and medium-sized businesses.en
dc.format16 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.citationTrendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2017, č. 3, s. 16-31.cs
dc.identifier.issn1805-0603
dc.identifier.urihttp://hdl.handle.net/11025/29161
dc.language.isocscs
dc.publisherZápadočeská univerzita v Plznics
dc.relation.ispartofseriesTrendy v podnikánícs
dc.rights© Západočeská univerzita v Plznics
dc.rights.accessopenAccessen
dc.subjectúčinnost internetového marketingucs
dc.subjectFacebookcs
dc.subjectreklamycs
dc.subjectsearch engine marketingcs
dc.subject.translatedinternet marketing efficiencyen
dc.subject.translatedFacebooken
dc.subject.translatedadsen
dc.subject.translatedsearch engine marketingen
dc.titleÚčinnost výkonnostních nástrojů internetového marketingucs
dc.title.alternativeThe efficiency of performance-based online marketingen
dc.typečlánekcs
dc.typearticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen

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