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

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Chapter 3

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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.


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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?


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Figure 3.1 ‘Waves of change’ – different timescales for change in the environment


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Figure 3.2 Professor Donald Sull of London Business School talking about strategic agility


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Figure 3.3 HSBC Virtual Forest (www.hsbc.co.uk)


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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?


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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


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Figure 3.4 Information flows that need to be understood for compliance with data protection legislation


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Figure 3.6 Cruises.co.uk


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Figure 3.7 Comparison of number of blog postings for three consumer brandsSource: Nielsen BuzzMetrics’ BlogPulse (www.blogpulse.com)


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Figure 3.8 Information exchange between a web browser and a web server


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Figure 3.9 Basic home page index.html for The B2B Company in a web browsershowing the HTML source in a text editor


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Figure 3.10 The relationship between access to intranets, extranets and the Internet


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Figure 3.11 Public-key or asymmetric encryption


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Figure 3.12 Number of text messages sent monthly in the UK 2001 to 2006Source: Mobile Data Association


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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


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Figure 3.14 Example of a mobile site on an emulator at the dotMobi.mobi websiteSource: http://dotMobi.mobi/emulator.php


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Figure 3.15 Using a proximity device, such as a Hypertag, to download music tracks


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Figure 3.16 Joost (www.joost.com)


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Figure 3.17 Components of an interactive digital TV system


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Figure 3.18 Virgin Radio community forums (www.virginradio.co.uk)


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Figure 3.19 Diffusion–adoption curve


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Figure 3.20 Example of a Gartner hype cycleSource: Gartner (2005) Gartner’s Hype Cycle Special Report for 2005


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Figure 3.21 Alternative responses to changes in technology


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Figure 3.22 Variation in broadband penetration rates in EuropeSource: Europa (2007)

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.1 Chapter 3 Click to add subtitle.

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