| Abstract [eng] |
Digital marketing communication is one of the most pressing subjects in marketing development today. For any company seeking to effectively implement digital marketing in its business, it is crucial to choose the right communication tools for communicating with consumers. This makes the identification and evaluation of digital marketing and the communication tools used in it, not only from the business point of view, but also from the consumer's point of view, a particularly important and topical subject of research, especially in today's market, where technology is developing and improving rapidly. The subject of the final master's thesis is digital marketing communication tools at different stages of user behaviour, and the purpose of this work is to examine the relevance of digital marketing communication tools considering the stages of user behaviour. To achieve the goal of the work, four tasks have been set: to reveal the concept and development of digital marketing and communication, to review digital marketing communication tools, to theoretically analyse the relevance of digital marketing communication tools at different stages of user behaviour, to base the selection of digital marketing communication tools since the stages of consumer behaviour based on the results of empirical research. The methods of scientific literature analysis and written questionnaire survey were used for data collection, and the data analysis was carried out using the methods of descriptive statistics analysis and correlational analysis. The analysis of the scientific literature suggests that digital marketing is the pursuit of marketing objectives through digital technologies that enable organisations to increase their brand awareness and market share. Digital marketing uses communication tools to communicate, maintain and manage the relationship between the company and consumers. In the light of the research and analysis of digital marketing communication tools presented by scholars, it has been pointed out that the key communication tools for digital marketing are social networks, websites, e-mail, advertising, forums and blogs. The results of the empirical research carried out revealed the relevance of the different digital marketing communication tools at different stages of consumer behaviour, which include perceiving a need, searching for information, evaluating alternatives and purchasing. The study identifies advertising, social networks, websites, blogs and forums as the most relevant digital marketing communication tools in the perception of need phase. Social networks, website, forums and blogs have the highest impact on consumer behaviour in the information search phase, while social networks and website have the highest impact on consumer behaviour in the alternatives evaluation phase. In the final stage of consumer behaviour, the most relevant communication tools are the website and e-mail. |
