Optimization and development of e-marketing channels : Case: Imaton Professional Psychological Toolkit Ltd.

Abstract

The topic of Internet advertising is being broadly explored nowadays, since more and more companies are getting involved within this sphere. In this thesis the topic included a broader concept, than a traditional promotion of the web-store through the Internet. The overall operational process, abilities and resources were estimated and explored in order to come up with the proposals and outcomes towards optimization and development of e-marketing channels. For theoretical basis the concepts of IMC, e-marketing, social media, web-store management etc were explored. Further, the qualitative research methods were applied in order to collect the practical data about the case. Interview with Imaton`s CEO provided an essential information about the company`s internal environment, degree of employees motivation and resources etc. The review of Internet advertising feedbacks was also performed in order to explore the development tendency and current positions, as well as to figure out the basic suggestions. The research resulted with the suggestions for development social media advertising branch, broader the Integrated Marketing Communication proposals, increasing the ability for company- to- customer communication and proposals for web-store optimization.