chaffey, internet marketing 4th edition, © pearson education limited 2009 slide 1.1 chapter 3 click...

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009

Slide 1.1

Chapter 3

Click to add subtitle


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 macro-economic factors such as economics, taxation and legal constraints.


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?


Slide 1.4

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


Slide 1.5

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


Slide 1.6

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


Slide 1.7


Slide 1.8


Slide 1.9


Slide 1.10


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?


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


Slide 1.13

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


Slide 1.14

Figure 3.6 Cruises.co.uk


Slide 1.15

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


Slide 1.16

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


Slide 1.17

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


Slide 1.18

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


Slide 1.19

Figure 3.11 Public-key or asymmetric encryption


Slide 1.20


Slide 1.21

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


Slide 1.22

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


Slide 1.23

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


Slide 1.24


Slide 1.25

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


Slide 1.26

Figure 3.16 Joost (www.joost.com)


Slide 1.27

Figure 3.17 Components of an interactive digital TV system


Slide 1.28

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


Slide 1.29

Figure 3.19 Diffusion–adoption curve


Slide 1.30

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


Slide 1.31

Figure 3.21 Alternative responses to changes in technology


Slide 1.32

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...

Documents