Post on 25-Dec-2015
transcript
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.1
Chapter 3
Click to add subtitle
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.2
Learning objectives
• Identify the different elements of the Internet macro-environment that impact on an organisation’s Internet marketing strategy and execution;
• assess the impact of legal, moral and ethical constraints and opportunities on an organisation and devise solutions to accommodate them;
• evaluate the significance of other macro-economic factors such as economics, taxation and legal constraints.
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.3
Questions for marketers
• How do I complete a situation analysis as part of planning for digital marketing?
• Which factors affect the environment for online trading in a country?
• How do I make sure my online marketing is consistent with evolving online culture and ethics?
• How do I assess new technological innovations?
• Which laws am I subject to when trading online?
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.4
Figure 3.1 ‘Waves of change’ – different timescales for change in the environment
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.5
Figure 3.2 Professor Donald Sull of London Business School talking about strategic agility
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.6
Figure 3.3 HSBC Virtual Forest (www.hsbc.co.uk)
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.11
Ethical issues
• Ethical issues concerned with personal information ownership have been usefully summarised by Mason (1986) into four areas:
• Privacy – what information is held about the individual?
• Accuracy – is it correct?• Property – who owns it and how can ownership
be transferred?• Accessibility – who is allowed to access this
information, and under which conditions?
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.12
PECR legislation summary
• 1 Applies to consumer marketing using e-mail or SMS messages
• 2 Is an opt-in regime (consent required)• 3 Requires an opt-out option for all communications• 4 Does not apply to existing customers when marketing
similar products• 5 Requires that contact details must be provided• 6 Requires clear From• 7 Applies to direct marketing communications• 8 Restricts the use of cookies
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.13
Figure 3.4 Information flows that need to be understood for compliance with data protection legislation
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.14
Figure 3.6 Cruises.co.uk
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.15
Figure 3.7 Comparison of number of blog postings for three consumer brandsSource: Nielsen BuzzMetrics’ BlogPulse (www.blogpulse.com)
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.16
Figure 3.8 Information exchange between a web browser and a web server
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.17
Figure 3.9 Basic home page index.html for The B2B Company in a web browsershowing the HTML source in a text editor
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.18
Figure 3.10 The relationship between access to intranets, extranets and the Internet
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.19
Figure 3.11 Public-key or asymmetric encryption
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.21
Figure 3.12 Number of text messages sent monthly in the UK 2001 to 2006Source: Mobile Data Association
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.22
Figure 3.13 Use of QR code for promotion of film 28 days laterSource: http://www.giagia.co.uk/?cat=63, created by http://www.giagia.co.uk/?page_id=2
blog
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.23
Figure 3.14 Example of a mobile site on an emulator at the dotMobi.mobi websiteSource: http://dotMobi.mobi/emulator.php
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.25
Figure 3.15 Using a proximity device, such as a Hypertag, to download music tracks
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.26
Figure 3.16 Joost (www.joost.com)
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.27
Figure 3.17 Components of an interactive digital TV system
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.28
Figure 3.18 Virgin Radio community forums (www.virginradio.co.uk)
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.29
Figure 3.19 Diffusion–adoption curve
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.30
Figure 3.20 Example of a Gartner hype cycleSource: Gartner (2005) Gartner’s Hype Cycle Special Report for 2005
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.31
Figure 3.21 Alternative responses to changes in technology