DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE
Seventh Edition
Part 1
Digital marketing fundamentals
Chapter 3
The digital macro-environment
Presented by:
Dr Nor Hazlina Hashim (Dr Lina)
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Chapter 3 The Digital macro-environment
Main topics:
• The rate of environmental change
• Technological forces
• Economic forces
• Political forces
• Legal Forces
• Social Forces
Case Study:
Social media – Do celebrities call all the
shots?
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Learning Objectives
Identify how the macro-environment affects an organization's digital marketing
strategy, planning, implementation and performance
Consider legal, moral and ethical constraints of digital marketing
Identify aspects of each of the macro-environmental forces that are
particularly relevant to digital marketing.
Understand the significance of social media in the macro-environment.
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Questions for Marketers
How important are macro environmental changes to my digital marketing strategy?
How can I ensure my online marketing activities are consistent with evolving culture
and ethical standards of online communities?
How important is it for me to understand technological innovations?
Which laws am I subject to when marketing online?
How is social media marketing likely to impact on my business and what changes
do I need to make in order to react to social changes in the online market place?
What are the political influences which could influence my digital marketing
planning?
How do I keep up in a constantly changing marketing environment?
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Political
Environmental Economic
Macro Forces
Legal Social
Technological
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Technological Economic
Forces Forces
Changes in technology which Cause variation in economic
influence marketing opportunities, conditions, affect trading
create new product development opportunities, influence consumer
opportunities, introduce new ways to spending and business
access target markets through performance,
channel integration, create new forms of have significant implications for
access platforms and applications digital marketing planning
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Political Legal Social
Forces Forces Forces
National governments & Determine the methods by Cultural diversity among
transnational which digital
organizations have an products can be promoted communities, which
important role in and sold online. Laws and influences use of the
determining the future ethical guidelines that seek Internet and the services
adoption & control of the to safeguard individuals’ businesses provide online
internet & the rules by the rights to privacy and
which it is governed businesses’ to free trade
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The rate of environmental change
Technological forces
In the digital world, changes in market forces are increasingly rapid. Firms
should respond to these changes, emerging opportunities and threats by
developing strategic agility.
Key factors to consider:
Internet technology
Cyber security
How to develop secure systems
Mobile and SMS messaging and applications
Mobile Apps
QR Codes
Wi-Fi and Bluetooth wireless applications
Emerging technologies
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Emerging Technologies
Assessing the marketing value of technology innovation
Conservative
Leading Edge adopters
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Other references
Links:
Macro Environment for Marketing
• [Link]
Links:
Micro Environment for Marketing
• [Link]
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