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The purpose of this bachelor thesis is to describe and critically evaluate the impact of digital marketing on sales and marketing performance overall. For this purpose, this paper uses two main approaches: theoretical and practical. Firstly, starting from the basics of the human communication process, this paper explains the way people communicate with each other and the way it impacted and developed the main marketing channels: both traditional and digital ones, simultaneously outlining the main differences from the communication model’s standpoint. Afterward, the theoretical background section proves the increasing importance of digital marketing in the changing business environment while explaining the main terms and definitions in this area. Lastly, the theoretical part presents the limitations of the traditional marketing funnel, which drove the development of the alternative digital sales funnel, at the same time shaping the KPI's (key performance indicators) to be oriented and the consumer behavior as a whole.
After providing an in-depth theoretical background, the subsequent chapter of this bachelor thesis strives to assess the impact of digital marketing on sales performance based on practical examples. In order to get more prominent and unbiased evidence of digital marketing's effectiveness, I chose three businesses of different sizes and branches, which used digital marketing for diverse purposes. Moreover, each of the three case studies incorporates the interviews of experts. All the invited experts are working or used to work for these companies in marketing-related positions and have extensive knowledge of the marketing strategies being used.
The EU Taxonomy is the first standardized and comprehensive classification system for sustainable economic activities. This paper provides the public interested in sustainability issues with an overview of the current state of non-financial reporting and the alignment with the EU Taxonomy. It aims at determining the institutional conditions and reporting practices of banking institutions in Europe. The thesis includes an analysis of non-financial information according to the TCFD recommendations and EU Taxonomy requirements of six banks throughout Germany and Spain during financial year 2020. The results highlight those geographic discrepancies in sustainability reporting will benefit banks who are already reporting in accordance with voluntary frameworks or have more stringent regulations for green financing in place. This paper shows that in the banking industry, comprehensive qualitative descriptions of climate change risk and opportunity have been provided, which will avail the consideration of the “do no significant harm” principle of the Taxonomy. Additionally, the social criteria of the EU Taxonomy are consistent with those of most existing systems and may thus be implemented by most banks already. The analysis also revealed that compared to existing frameworks, the EU Taxonomy's environmental criteria differ greatly. Accordingly, meeting the existing framework's criteria by itself is not enough to attain a high taxonomy alignment for financial institutions. Furthermore, a significant amount of data retrieval and analysis will be required by the EU Taxonomy. The lack of quantitative data in most financial institutions will require intensive improvement since this issue has not been adequately addressed yet.