Digital Marketing - Macro-Environment Week 4

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Questions and Answers

What type of server is used to broadcast audio or video streams?

Web server

Database server

File server

Streaming media server (correct)

Which of the following correctly describes a unicast stream?

A single copy of the stream is served to every recipient

Streams are distributed over a single network connection

Streams are shared among multiple recipients

Each recipient gets a unique copy of the stream (correct)

What does the 'extension' in a URL usually indicate?

The specific file type of the page

The country the website is registered in

The type of organization associated with the website (correct)

The name of the web server

Which of the following is a common generic top-level domain (gTLD)?

.com Signup and view all the answers

Which CC TLD represents a company based in the UK?

.co.uk Signup and view all the answers

What is URL strategy primarily concerned with?

Forming URLs for different locations and brands Signup and view all the answers

How do economic forces primarily affect digital marketing planning?

By influencing consumer spending and business performance Signup and view all the answers

What approach is favored by distributors of TV programs such as the BBC's iPlayer?

Bitorrent or Kontiki Signup and view all the answers

What role do political forces play in the context of the Internet?

They govern the adoption and control of the Internet Signup and view all the answers

Which of the following is NOT a consideration for technological forces in digital marketing?

Cultural diversity in online communities Signup and view all the answers

Which option is NOT a typical URL extension?

.edu Signup and view all the answers

What is the World Wide Web primarily used for?

Publishing information and providing services online Signup and view all the answers

What example represents a method for businesses to enhance online communication?

Mobile and SMS messaging applications Signup and view all the answers

Which factors necessitate the development of strategic agility in firms?

Emerging opportunities and threats in market forces Signup and view all the answers

Which of the following best describes the role of web servers?

They store and make web pages accessible to web browsers Signup and view all the answers

Which of the following factors does NOT relate to legal forces in digital business?

Technological advancements in internet security Signup and view all the answers

What is one way the macro-environment can impact an organization's digital marketing strategy?

By influencing marketing opportunities and planning Signup and view all the answers

Which of the following is NOT a force in the macro-environmental framework for digital marketing?

Psychological forces Signup and view all the answers

What does the 'S' in PESTLE stand for in the context of macro-environmental forces?

Social forces Signup and view all the answers

How has technological change recently influenced digital marketing opportunities?

By creating new ways to access target markets Signup and view all the answers

What should a marketer consider when adapting their online activities to changing cultural norms?

The evolving culture and ethical standards of online communities Signup and view all the answers

What type of environmental change is particularly relevant to digital marketing?

Innovations in technology and communication Signup and view all the answers

What are the legal aspects marketers need to be aware of in the digital landscape?

Applicable marketing laws vary by region and can include privacy regulations Signup and view all the answers

Which of the following questions is crucial for marketers to maintain relevance in a changing environment?

How can I ensure my online marketing activities are consistent with evolving culture? Signup and view all the answers

What is the purpose of Cascading Style Sheets (CSS) in web design?

To define standard styles for documents, separating presentation from content. Signup and view all the answers

Which of the following best describes a static web page?

A web page that is fixed and does not change with user interaction. Signup and view all the answers

What is the main function of a transaction log file on a web server?

To record all page requests made to the server. Signup and view all the answers

What do web analytics techniques aim to assess?

The effectiveness of e-marketing strategies used by a business. Signup and view all the answers

How should URLs be constructed to avoid issues with servers?

Using only lower-case letters and avoiding special characters. Signup and view all the answers

What is a key factor in attracting customers to a website?

Good content, including design and text. Signup and view all the answers

What does the client-server architecture consist of?

Multiple client computers sharing resources with a central server. Signup and view all the answers

Which of the following best defines a dynamic web page?

A page created in real-time based on user input. Signup and view all the answers

What is the primary function of XML?

To transfer structured data Signup and view all the answers

Which of the following describes symmetric encryption?

The same key is used by both parties for encoding and decoding Signup and view all the answers

Which risk is associated with e-commerce transactions?

Customer's credit card details stolen during transit Signup and view all the answers

What is a digital signature?

A method of identifying individuals using public-key encryption Signup and view all the answers

What is the role of certificate authorities in a public-key infrastructure (PKI)?

They validate the authenticity of digital certificates Signup and view all the answers

What is a key characteristic of the Secure Electronic Transaction (SET) protocol?

It is intended for secure e-commerce transactions Signup and view all the answers

What does the term 'micropayment' refer to?

Small sums of money transferred at lower security thresholds Signup and view all the answers

What is the purpose of metadata?

To describe the structure and content of data Signup and view all the answers

What is the primary purpose of mobile apps?

To provide information, entertainment, or location-based services on mobile phones Signup and view all the answers

What is social location-based marketing primarily used for?

To deliver targeted offers and messages based on users' location Signup and view all the answers

What does a QR code represent?

A type of two-dimensional matrix barcode used for direct response Signup and view all the answers

What does Wi-Fi technology allow users to do?

Access the internet through a high-speed wireless network Signup and view all the answers

Which technology is used for proximity marketing?

Bluetooth technology for data transmission Signup and view all the answers

What is bluecasting in the context of marketing?

Sending marketing messages using Bluetooth technology based on presence Signup and view all the answers

What should be carefully reviewed when using social location-based marketing?

Privacy implications of the technology Signup and view all the answers

What is a key characteristic of mobile apps in terms of accessibility?

They are designed for mobile phone use and can be downloaded from app stores Signup and view all the answers

Study Notes

Digital Marketing - The Digital Macro-Environment

Week 4 of the course
Instructor: Asst. Prof. Dr. Gülsüm Vezir Oğuz
Course: Digital Marketing

Chapter 3: The Digital Macro-environment

Main Topics:
- The rate of environmental change
- Technological forces
Case Study: Social media - Do celebrities call all the shots?

Learning Objectives

Identify how the macro-environment affects an organisation's digital marketing strategy, planning, implementation, and performance.
Consider legal, moral, and ethical constraints of digital marketing.
Identify aspects of each macro-environmental force relevant to digital marketing.

Questions for Marketers

How important are macro environmental changes to my digital marketing strategy?
How can I ensure online marketing activities are consistent with evolving culture and ethical standards of online communities?
How important is it to understand technological innovations?
Which laws am I subject to when marketing online?
How does social media marketing impact my business and what changes are needed in order to react to social changes in the online marketplace?
What are the political influences which could affect my digital marketing planning?
How do I keep up in a constantly changing marketing environment?

Introduction

Explore macro-environmental forces with potential relevance to digital marketing strategy.
Marketing literature uses mnemonics (e.g., PEST, SLEPT, PESTLE) to categorize macro-forces.
Macro Forces:
- Political forces
- Economic forces
- Social forces
- Technological forces
- Legal forces
- Environmental forces

Key Micro-Environment Factors

Technological forces: Changes in technology affect marketing opportunities, new product development, channel integration, and access to target markets.
Economic forces: Variations in economic conditions impact trading opportunities and consumer spending as well as business performance.
Political forces: National and international organizations have significant roles in regulating the development and control of the internet and related laws/ethics.
Legal forces: Define methods for promotion and sales online; guidelines to protect individual rights to privacy and business dealings.
Social forces: Cultural diversity impacts use of internet/online services provided by businesses

The Rate of Environmental Change

In the digital world, changes in market forces are increasingly rapid. Companies should develop strategic agility to address emerging opportunities and threats.

Technological Forces (Key Factors)

Internet technology
Cyber security
Mobile and SMS messaging systems
Mobile apps
Wi-Fi and Bluetooth wireless applications
Emerging technologies

A Short Introduction to Internet Technology

Internet: A global network connecting computers
World Wide Web: A medium for publishing information and services on the internet accessed via web browsers displaying site content.
Web Server: Stores web pages accessible by browsers; may include databases of customer/product information which can be retrieved via a browser.
Web Browser: Software (e.g., Google Chrome, Mozilla Firefox) for accessing information (documents on web servers).
Uniform/Universal Resource Locator (URL): A web address used to locate a web page on a web server.

Streaming Media Server

A specialist server used to broadcast audio/video (e.g., podcasts, IPTV, webcasts).
- Unicast: A separate copy of the stream is served to each recipient.
- Multicast: Recipients share streams.
- Peer-to-peer: Media shared between different recipient computers (e.g., BitTorrent, Kontiki).

A Short Introduction to Internet Technology - URL

http://www.domain-name.extension/filename.html: Domain name identifies the web server; extension indicates its type (common gTLDs: .com, .org, .net).

URL Strategy

A defined approach to forming URLs, including capitalization, hyphenation, and subdomains for different brands/locations and online/offline promotion, optimization, findability.

How Does the Internet Work?

Client-server architecture: Client computers (e.g., PCs) share resources from a more powerful server computer.
Internet service provider (ISP): Enables home/business users to connect to the internet, and sometimes hosts web-based applications.
Backbones: High-speed communication links enabling internet communication across countries and internationally.

Infrastructure Components of the Internet

Static web page: A page on the server that remains unchanged.
Dynamic web page: A page created in real-time based on user requests, (often related to database queries).
Transaction log file: A web server file recording all page requests.
Web analytics: Techniques for assessing and optimizing the contribution of e-marketing activities to business.

Information Exchange Between Web Browser and Web Server

Web server software (with access to databases, HTML, graphics) responds to browser requests using HTTP protocols.

Web Page Standards – Content

Content (design, text, graphical information) is key for attracting customers to a website and retaining interest, potentially leading to repeat visits.

Text Information - HTML

HTML: Defines the text and layout of web pages. Web designers use HTML files and cascading style sheets (CSS) for ease of presentation styling.

Text Information - XML

XML: A standard for transferring structured data, different from HTML's presentation-focused approach.
Metadata: Data about data describing structure and content.

Cyber Security

Risks in e-commerce transactions: Confidential details/passwords accessed on users' computers, transaction/credit card details being intercepted, customer credit card details being stolen from the merchant's server, or customer details accessed by unauthorized parties.

Approaches to Developing Secure Systems

Digital certificates (keys): Large numbers uniquely identifying individuals.
Symmetric encryption: Both parties using the same key for encoding/decoding.
Asymmetric encryption: Parties using a related but different key for encoding/decoding.

Digital Signatures

A method for identifying individuals/companies using public key encryption.

The Public-Key Infrastructure (PKI) and Certificate Authorities

Secure communication between consumers and merchants via encoded transactions.

Secure Electronic Transaction (SET)

SET: Enables secure e-commerce transactions from client to merchant systems using public-key encryption. A standard for secure payment via client to merchant.
Payment systems: Mechanisms for transferring money from customers to merchants.
Micropayments: Digital cash systems for fractional payments, but may not offer strong security.

SMS Messaging

Short Message Service (SMS): A formal name for text messaging.

Mobile Apps

Software applications designed for mobile phones, typically downloaded from app stores.

Social media tools enabling businesses to use proximity/ location-based marketing sending consumer/user targeted messages and offers collecting customer data on preferences, behavior, etc.

QR Codes

Quick Response codes: Two-dimensional matrix barcodes for direct response to promotion or offer.

Wi-Fi

Wireless Fidelity: A high-speed wireless LAN used for internet access in various locations.

Bluetooth Wireless Applications

A wireless standard (less than 10 meters range) for exchanging data between devices.
Proximity marketing: Delivering real-time marketing messages based on the presence and/or device of the customer.

Emerging Technologies

Diffusion of Innovation Curve: Assessing the marketing value of technology innovation with stages such as Innovators, early adopters, early majority, late majority, and laggards.

Alternative Responses to Changes in Technology

This chart displays the pace of technological change versus user adoption (Innovators, Responders, and Laggards).

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Description

This quiz delves into Chapter 3 of the Digital Marketing course, focusing on the digital macro-environment. Explore how environmental changes, technological forces, and ethical constraints influence digital marketing strategies. Analyze case studies and consider the implications of macro-environmental factors on marketing performance.