In recent years, digital marketing has influenced the way of how products are presented in all business sectors. In this work, the author decided to explore the possibilities of promoting the field of electric floor heating. This type of heating is one of the oldest in the world and its history dates back to 1000 B.C. Underfloor heating arrived in Europe much later, and in recent years the European Union has seen a rapid increase in this industry. Despite this favorable forecast, Zoul, the commissioning company for this thesis is facing a deep decline in sales of these products.

In the introduction, the author observes the historical development of the establishment of the company Zoul. By understanding the background behind the company, the author will gain an understanding of customer expectations and consumer behavior. This chapter also deals with the research question, its objective, and how to conduct research.

The theoretical framework contains a detailed description of the development of electric floor heating from the Bronze Age to the present. By obtaining this information, the author understood the development of the market and the product itself. Such a step helped to create a strategy stated by Zoul, the commissioning company. The author also collected information on digital marketing and used it for research. The content of this chapter was implemented by the author in the next part of the work.

The research was conducted in the form of interviews. The author considered it suitable to obtain opinions and information from people who come into direct contact with the underfloor heating or electrical industry. All respondents chosen by the author have the necessary knowledge to be able to offer an objective assessment of the situation of the company. Every small business that does not use online platforms risks a significant loss of customers. In the penultimate chapter of this bachelor thesis, the author created a digital marketing strategy. Its objective was to increase sales of Zoul products. In order to be able to meet this goal, the author used the knowledge gained in the literature and through interviews.

The last chapter is the conclusion, which contains the answer to the research question given in the introduction. The author evaluated the process of creating research and its subsequent implementation. The Conclusion chapter also describes the possibility to modify the plan in the future.