Online marketing campaign in context of influencer marketing

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F25940082%3A_____%2F20%3AN0000007" target="_blank" >RIV/25940082:_____/20:N0000007 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Online marketing campaign in context of influencer marketing

Popis výsledku v původním jazyce

Influencer marketing is a marketing approach focused on creating relevant, and consistent content to attract a profitable customer. In an influencer marketing strategy, a brand forms a partnership with the influencers, and use their impact on a brand ́s industry or target audience. The marketing concept has changed dramatically in recent years and technologies affected the wider practice of the internet in online marketing campaigns. This article proposes and explores the digital marketing trends and its impact on the marketing and communication mix. Additionally, the article analyzes the current state of the influencer marketing on the Czech and Slovak markets, compare it with global markets and predict main trends. In particular, the final report focusses on the position of influencer marketing in the communication mix and the main parameters of online marketing campaigns based on the research. Further statistical analysis confirmed the fact that the Czech Republic has caught up with the rest of Europe and the world in the area of influencer marketing and the issue of the customer way, customer insights and the impact of this trend on campaigns is significant to reach their target market through different types of communication.

Název v anglickém jazyce

Online marketing campaign in context of influencer marketing

Popis výsledku anglicky

Influencer marketing is a marketing approach focused on creating relevant, and consistent content to attract a profitable customer. In an influencer marketing strategy, a brand forms a partnership with the influencers, and use their impact on a brand ́s industry or target audience. The marketing concept has changed dramatically in recent years and technologies affected the wider practice of the internet in online marketing campaigns. This article proposes and explores the digital marketing trends and its impact on the marketing and communication mix. Additionally, the article analyzes the current state of the influencer marketing on the Czech and Slovak markets, compare it with global markets and predict main trends. In particular, the final report focusses on the position of influencer marketing in the communication mix and the main parameters of online marketing campaigns based on the research. Further statistical analysis confirmed the fact that the Czech Republic has caught up with the rest of Europe and the world in the area of influencer marketing and the issue of the customer way, customer insights and the impact of this trend on campaigns is significant to reach their target market through different types of communication.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

ISCOBEMM 2019: Proceedings of International Scientific Conference of Business Economics Management and Marketing

ISBN

978-80-210-9565-6

ISSN

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e-ISSN

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Počet stran výsledku

9

Strana od-do

57-65

Název nakladatele

Masarykova univerzita

Místo vydání

Brno

Místo konání akce

Prušánky - Nechory

Datum konání akce

5. 6. 2019

Typ akce podle státní příslušnosti

CST - Celostátní akce

Kód UT WoS článku

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