ONLINE MARKETING ACTIVITIES AND MARKETING COMMUNICATION TOOLS IN CZECH SMALL AND MEDIUM-SIZED ENTERPRISES
ONLINE MARKETING ACTIVITIES AND MARKETING COMMUNICATION TOOLS IN CZECH SMALL AND MEDIUM-SIZED ENTERPRISES

Summary/Abstract: The use of a wide range of different online marketing activities is currently considered a standard of marketing communication strategies. This general opinion has become a hypothesis of research carried out by the authors of this paper and STAMP - Central Bohemian Association of Managers and Businesswomen. The results of the pilot survey show that this is in fact, a presumption that has probably only become a reality in the large business segment. According to pilot research in the small business and self-employed segment, a relatively dismal state is shown, not in terms of using basic types of online marketing activities, but measuring and evaluating their effectiveness, and especially in using results to further set up online marketing activities. This paper contains the first results of pilot research conducted in September 2019, where respondents were mainly female entrepreneurs.

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