Diploma Thesis




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7.3Marketing


Statistical overview gives an opportunity to assess the performance of the website and its impact on overall business result. In the case with the blog I am reviewing, the impact on the business activities can be only hypothetical and formed as a prognosis for the future monetization, as the website is non-profit.

For the current moment, the blog is following the marketing strategy of differentiation, offering a differentiation in reviewing the places to visit in more precise matter and according to the needs of the target audience. If to take into consideration the main competitors of the blog, as “Brno Now” and “Czechmate Diary”, the differentiation is easily spotted.



Figure : "Brno Now"

“Brno Now” website has more trust from the Google search engine, illustrated by 5/10 page rank indicator. Having 1520 indexed pages and uptime since November 30, 2010, high page rank indicator can be explained by frequent updates of content and longer website availability online. Nevertheless, major difference between “Brno Now” and “Living in Brno” is the content and targeted audience.

Figure : "Czechmate Diary"

“Czechmate Diary” appeared online on May 11, 2005 and has earned 4/10 PR trust indicator, having 2260 pages indexed. The interesting feature of this resource is that it is updated on both, Czech and English languages, and is supported by a Czech living in United States. “Czechmate Diary” is an indirect competitor of “Living in Brno”.

So far, the only marketing activity applied to the “Living in Brno” was the promotion through the social networking, Facebook in particular. It has engaged 437 subscribers with the low involvement ratio. By the involvement ratio the active participation in discussions and offered activities is understood.

The next sub-chapter is devoted solely to the creation of the future marketing strategy and list of recommended activities to enhance the performance of the investigated blog.


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