Transcript Source

Slide 1.1
Chapter 3
Click to add subtitle
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.2
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 macroeconomic factors such as economics,
taxation and legal constraints.
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.3
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?
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.4
Figure 3.1 ‘Waves of change’ – different timescales for change in the environment
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.5
Figure 3.2 Professor Donald Sull of London Business School talking about strategic
agility
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.6
Figure 3.3 HSBC Virtual Forest (www.hsbc.co.uk)
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.7
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.8
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.9
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.10
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.11
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?
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.12
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
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.13
Figure 3.4 Information flows that need to be understood for compliance with data
protection legislation
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.14
Figure 3.6 Cruises.co.uk
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.15
Figure 3.7 Comparison of number of blog postings for three consumer brands
Source: Nielsen BuzzMetrics’ BlogPulse (www.blogpulse.com)
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.16
Figure 3.8 Information exchange between a web browser and a web server
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.17
Figure 3.9 Basic home page index.html for The B2B Company in a web browser
showing the HTML source in a text editor
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.18
Figure 3.10 The relationship between access to intranets, extranets and the Internet
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.19
Figure 3.11 Public-key or asymmetric encryption
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.20
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.21
Figure 3.12 Number of text messages sent monthly in the UK 2001 to 2006
Source: Mobile Data Association
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.22
Figure 3.13 Use of QR code for promotion of film 28 days later
Source: http://www.giagia.co.uk/?cat=63, created by http://www.giagia.co.uk/?page_id=2
blog
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.23
Figure 3.14 Example of a mobile site on an emulator at the dotMobi.mobi website
Source: http://dotMobi.mobi/emulator.php
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.24
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.25
Figure 3.15 Using a proximity device, such as a Hypertag, to download music tracks
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.26
Figure 3.16 Joost (www.joost.com)
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.27
Figure 3.17 Components of an
interactive digital TV system
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.28
Figure 3.18 Virgin Radio community
forums (www.virginradio.co.uk)
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.29
Figure 3.19 Diffusion–adoption curve
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.30
Figure 3.20 Example of a Gartner hype cycle
Source: Gartner (2005) Gartner’s Hype Cycle Special Report for 2005
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.31
Figure 3.21 Alternative responses to
changes in technology
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009
Slide 1.32
Figure 3.22 Variation in broadband penetration rates in Europe
Source: Europa (2007)
Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009