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Chapter 3The digital macro-environment
Part 1Digital marketing fundamentals
DIGITAL MARKETINGSTRATEGY, IMPLEMENTATION AND PRACTICESeventh Edition
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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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The rate of environmental change
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.
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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• Wi-Fi and Bluetooth wireless applications• Emerging technologies
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Emerging Technologies
Assessing the marketing value of technology innovation
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Commercial application of the diffusion of innovation curve
Source: Gartner Group
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Figure 3.6 Alternative responses to changes in technology
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Economic Forces
Economic growthsMarket growth and employment • Interest and exchange rates• Globalization Economic disruption
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Political forces
Political control and democracyInternet governanceTaxationTax Jurisdiction
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Legal forces
Data protection and privacy lawAnti-spam legislationDisability and discrimination lawBrand and trademark protection Intellectual property rightsOnline advertising law
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Social forces
DemographicsCultureSocial exclusion
