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Chapter 3. Click to add subtitle. Learning objectives. Identify the different elements of the Internet macro-environment that impact on an organisation’s Internet marketing strategy and execution;
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Chapter 3 Click to add subtitle
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.
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?
Figure 3.1 ‘Waves of change’ – different timescales for change in the environment
Figure 3.2 Professor Donald Sull of London Business School talking about strategic agility
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?
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
Figure 3.4 Information flows that need to be understood for compliance with data protection legislation
Figure 3.7 Comparison of number of blog postings for three consumer brandsSource: Nielsen BuzzMetrics’ BlogPulse (www.blogpulse.com)
Figure 3.8 Information exchange between a web browser and a web server
Figure 3.9 Basic home page index.html for The B2B Company in a web browsershowing the HTML source in a text editor
Figure 3.10 The relationship between access to intranets, extranets and the Internet
Figure 3.12 Number of text messages sent monthly in the UK 2001 to 2006Source: Mobile Data Association
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
Figure 3.14 Example of a mobile site on an emulator at the dotMobi.mobi websiteSource: http://dotMobi.mobi/emulator.php
Figure 3.15 Using a proximity device, such as a Hypertag, to download music tracks
Figure 3.18 Virgin Radio community forums (www.virginradio.co.uk)
Figure 3.20 Example of a Gartner hype cycleSource: Gartner (2005) Gartner’s Hype Cycle Special Report for 2005
Figure 3.22 Variation in broadband penetration rates in EuropeSource: Europa (2007)
