Digital Marketing Week 4: Macro-Environment

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What are the implications of economic forces in the context of digital marketing planning?

They affect trading opportunities and consumer behavior. (correct)

They solely influence government regulations.

They have no effect on business performance.

They regulate internet usage only.

Which key factor does NOT relate to technological forces in the digital world?

Cultural diversity (correct)

Mobile and SMS messaging

Cyber security

Internet technology

What is the primary role of legal forces in online marketing?

To determine the methods of product promotion and sale. (correct)

To facilitate unrestricted internet access.

To influence cultural trends.

To regulate technological advancements.

What does the World Wide Web primarily consist of?

A medium for publishing information and providing services. Signup and view all the answers

Which of the following best describes strategic agility in responding to market changes?

The capacity to quickly adapt to new opportunities and threats. Signup and view all the answers

What does the term 'emerging technologies' refer to in the context of digital marketing?

Novel advancements that can alter existing market practices. Signup and view all the answers

How do political forces influence the Internet?

They govern the rules and control of internet usage. Signup and view all the answers

Which of the following best describes the macro-environment's influence on digital marketing?

It drives the overall assessment of consumer behavior in the marketplace. Signup and view all the answers

What type of application would best facilitate mobile communication?

Mobile Apps and SMS messaging. Signup and view all the answers

Which mnemonic is commonly used to represent macro-environmental forces in marketing?

PEST Signup and view all the answers

What is one key reason why technological forces are important in digital marketing?

They create new ways to access target markets. Signup and view all the answers

Which of the following aspects is NOT considered a macro-environmental force?

Customer feedback Signup and view all the answers

How should marketers approach the ethical standards of online communities?

Adhere to them to ensure compliance with laws. Signup and view all the answers

What does the acronym SLEPT represent in the context of digital marketing?

Social, Legal, Economic, Political, Technological Signup and view all the answers

Which of the following questions would be least relevant to macro-environmental changes in digital marketing?

How can I change prices to increase profits? Signup and view all the answers

Why is it important for marketers to keep up in a constantly changing marketing environment?

To adapt and respond to new opportunities and threats. Signup and view all the answers

What is the primary role of an Internet service provider (ISP)?

To enable home or business users to access the Internet Signup and view all the answers

Which of the following statements about static and dynamic web pages is correct?

Dynamic web pages often reference a database query Signup and view all the answers

What is the purpose of web analytics?

To assess and improve e-marketing contributions Signup and view all the answers

What does CSS stand for in web design?

Cascading Style Sheets Signup and view all the answers

Why is care required with capitalisation in URLs?

Linux servers parse capital letters differently than lowercase Signup and view all the answers

What is an example of a transaction log file?

A file that records user interactions on a website Signup and view all the answers

What is HTML primarily used for?

To define the text and layout of web pages Signup and view all the answers

What describes a 'backbone' in Internet infrastructure?

High-speed communications links for data transfer Signup and view all the answers

What is the purpose of a streaming media server?

To broadcast audio or video content Signup and view all the answers

Which of the following best describes a URL?

An address used to locate a web page on a server Signup and view all the answers

What does the '.org' extension typically represent?

A not-for-profit organization Signup and view all the answers

Which of the following describes a unicast streaming method?

Sending a unique stream to each recipient Signup and view all the answers

Which URL extension is most likely used for mobile-optimized websites?

.mobi Signup and view all the answers

What does 'URL strategy' involve?

Establishing guidelines for the formation of URLs Signup and view all the answers

Which of the following is an example of a country code top-level domain (ccTLD)?

.co.uk Signup and view all the answers

What implication does URL strategy have for offline promotions?

It aids in promoting a website through easier findability Signup and view all the answers

What is the primary function of mobile apps as described?

To deliver information, entertainment, or location-based services Signup and view all the answers

What is a key feature of social location-based marketing?

It allows users to share their location via social media tools. Signup and view all the answers

Which statement accurately describes QR codes?

They are a type of barcode that can store URLs and other information. Signup and view all the answers

What is Wi-Fi primarily used for?

To provide high-speed wireless access to the Internet. Signup and view all the answers

Which technology is used for proximity marketing based on customer presence?

Bluetooth Signup and view all the answers

What is bluecasting known for in the context of technology?

Transmitting data to devices via Bluetooth for marketing purposes Signup and view all the answers

What should be carefully considered when utilizing social location-based marketing?

Privacy implications regarding user data Signup and view all the answers

What does the diffusion of innovation curve assess?

The marketing value of technology innovations over time Signup and view all the answers

What is the primary purpose of XML (eXtensible Markup Language)?

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

Which of the following is a security risk associated with e-commerce transactions?

Customer credit card details being stolen in transit. Signup and view all the answers

What type of encryption uses the same key for both encoding and decoding messages?

Symmetric encryption Signup and view all the answers

What is a digital signature?

A method for uniquely identifying individuals using public-key encryption. Signup and view all the answers

Which organization primarily developed the Secure Electronic Transaction (SET) standard?

Mastercard and Visa Signup and view all the answers

What does the acronym PKI stand for in the context of digital security?

Public-Key Infrastructure Signup and view all the answers

Which of the following describes micropayment systems?

Digital cash systems for very small sums of money. Signup and view all the answers

What type of issues can arise due to social engineering in e-commerce?

Unauthorized access to customer details. Signup and view all the answers

Study Notes

Digital Marketing - The Digital Macro-Environment

Week 4 of the digital marketing course
Focuses on the digital macro-environment impacting marketing strategy
Topics covered in Chapter 3: rate of environmental change and technological forces.
Case study provided: Social media- Do celebrities call all the shots?

Learning Objectives

Understand how the macro-environment influences digital marketing strategy, planning, implementation, and performance.
Consider the legal, moral, and ethical implications of digital marketing.
Identify macro-environmental elements relevant to digital marketing.

Questions for Marketers

Assess the importance of macro-environmental changes on digital marketing strategy.
Maintain consistency between online marketing and evolving cultural/ethical standards.
Evaluate the significance of understanding technological innovations.
Identify applicable laws when marketing online.
Examine the influence of social media marketing on businesses and the need to adapt to online marketplace changes.
Analyze political influences on digital marketing planning.
Adapt to a constantly changing marketing environment.

Introduction

Explores macro-environmental forces and their relevance to digital marketing strategy:
Common mnemonics are discussed, for example PEST, and SLEPT, or PESTLE models are utilized to represent different aspects of macro-environmental forces.
These forces include: political, economic, social, technological, legal, and environmental forces.

Key Micro-Environment Factors

Technological forces: influence in technology of marketing opportunities, introduces new aspects of product development, new marketing channels, and access to target markets,
Economic forces: impact of economic conditions, like consumer spending, on trading opportunities and digital marketing planning.
Political forces: influence of governments and global organizations on Internet adoption, control, and governing rules for online activity.
Legal forces: laws and ethical guidelines for online product promotion, sale, and customer privacy.
Social forces: impact of online communities and cultural diversity on online businesses, Internet use, and business services online.

The Rate of Environmental Change

Changes in market forces within digital environment are rapid.
Companies should respond with strategic agility to emerging opportunities and threats.

Technological Forces (Key Factors)

Internet technology: Internet infrastructure and communication networks.
Cyber security: safeguarding against security threats and risks related to e-commerce transactions.
Mobile and SMS messaging: strategies to utilize mobile tech applications and support for mobile applications.
Mobile applications: software applications, like location-based services.
Wi-Fi and Bluetooth wireless: technologies that enable wireless internet access.
Emerging technologies: new technologies impacting online interactions and user experiences.

A Short Introduction to Internet Technology

Internet: A global network connecting computers.
World Wide Web: A system for publishing information on the Internet. It is accessed through browsers.
Web server: Stores webpages and related information that is accessible through web browsers.
Web browser Software: Facilitates access to web content.

Short Introduction to Internet Technology (streaming and URLs)

Streaming media server: Server that broadcasts audio/video.
URLs(Uniform Resource Locators): Web addresses used to locate specific pages.

A Short Introduction to Internet Technology (URLs) (further specific details)

Domain names: Names of websites, often mirroring company names.
Extensions/Generic Top-Level Domains (gTLDs): Indicate domain type (.com, .org etc.)
Country Code Top-Level Domains (ccTLDs): Identifies specific countries (.co.uk, .de, .fr etc.)
URL structure: Standard format for creating web addresses; involves the use of hyphens, subdomains and file names to determine the unique URL for a page.

How Does the Internet Work?

Client-server architecture: Client computers access resources stored on more powerful server computers.
Internet Service Providers (ISPs): Provide access to the Internet for users.
Backbones: High-speed communications links enabling international network communication.

Infrastructure Components of the Internet

Static web pages: Pages with fixed content on the server.
Dynamic web pages: Pages created in real-time, often based on database queries.
Transaction log files: Server logs that record user webpage requests.
Web analytics tools: Techniques to analyze website usage and optimize the website experience.

Information Exchange (web browsers & servers)

Diagram illustrating the sequence of communication for information exchange between a web browser and server.

Web Page Standards

Content: Design, text, and graphics form the content of websites. Content is critical for attracting and retaining visitors.

Text Information - HTML (Hypertext Markup Language)

HTML: A standard for structuring webpages, including text and layout.
Cascading Style Sheets (CSS): Used to define styles for webpages, separating content from presentation.

Text Information and Data - XML (Extensible Markup Language)

Metadata: Data about data, describing content structure.
XML: Standard for transferring structured data, differing from HTML which is primarily presentational.

Cyber Security

Risks in e-commerce: Confidential details and transaction data are vulnerable to breaches.
Methods of cyber attack: Keylogging software, malware, packet sniffing, hacking (servers/employee access), social engineering, etc.

Approaches to Developing Secure Systems

Digital certificates: Key-based technology for identifying individuals or companies.
Symmetric encryption: One key for encoding and decoding messages between parties
Asymmetric encryption: Uses separate keys for encoding and decoding.

Digital Signatures

Digital signatures are an authentication method for individuals or companies that use public-key encryption.

Public Key Infrastructure (PKI) and Certificate Authorities

Diagram providing a high-level overview of how PKI/certificate authorities work.

Secure Electronic Transactions (SET)

Secure Electronic Transactions (SETs): Standard for enabling secure online transactions (credit card processing).
Payment Systems: Method of transferring funds.
Micropayment: Allows for small transactions to occur at a decreased transaction cost.

SMS Messaging

SMS (Short Message Service): Standard for text messaging.

Mobile Apps

Software applications used on mobile phones.

Social media tools facilitate sharing of location data, enabling location-based marketing campaigns.

QR Codes, Wi-Fi, Bluetooth

QR codes: Two-dimensional bar codes.
Wi-Fi: Enables wireless Internet access.
Bluetooth: Wireless standard for data transfer over short ranges.

Emerging Technologies

Assessing the value of technology innovations.
Diffusion of Innovation Curve (diagram): Shows the pattern for adoption of new technologies.

Alternative responses to changes in technology (figure 3.6)

Illustration showing variations in strategy and responses to technology changes (innovator, responder, laggard.)

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Description

This quiz focuses on the macro-environment impacting digital marketing strategies as discussed in Week 4 of the course. Topics include the rate of environmental change, technological forces, and the case study on celebrity influence in social media. Assess your understanding of these crucial elements in shaping effective marketing strategies.