代做LM Digital and Innovative Marketing (07 37304) Digital Micro and Macro Environment代写Processing

LM Digital and Innovative Marketing

(07 37304)

Digital Micro and Macro Environment

W/C 2, Lecture 2

Learning objectives

This lecture is intended to serve as an introduction to the subject. With further study, including wider reading, students should be able to:

• Consider the micro and macro-environment factors affecting an organisation’s digital marketing strategy and implementation

• Consider the legal, moral and ethical constraints of digital marketing and assess the relevance of social, economic and political trends

• Identify and explore elements of an organisation’s marketing environment that have implications for developing a digital marketing strategy

• Review changes to business and revenue models enabled by digital markets

The evolution of online environment

Web of Content (Web 1.0):

• It is the “readable” phrase of the World Wide Web (WWW) with flat data. In Web 1.0, there is only limited interaction between websites and web users.

Web of Communication (Web 2.0):

• Web 2.0 facilitates interaction between web users and websites, so it allows users to interact more freely with each other.

Web of Context (Web 3.0):

• With Web 3.0, users are able to analyze, retrieve and share information through personalized searches. Results are provided based on user behaviors learned by your browser. It makes the cyberspace a more open, more connected and more intelligent environment.

The evolution of online environment

Web of Things (Web 4.0):

• Web 4.0 is all about mobility and voice interaction between user and machine. This is also known as the "Symbiotic Web" where what's relevant is the user's activity, not just the data and where the results are based on who the users are, what they do and what they need.

Web of Thoughts (Web 5.0):

• Web 5.0 will be about the (emotional) interaction between humans and computers.

• The interaction will become a daily habit for a lot of people based on neurotechnology. For the moment web is “emotionally” neutral, which means web does not perceive the users feel and emotions. This will change with web 5.0 – emotional web.

• One example of this is www.wefeelfine.org, which maps emotions of people. With headphones on, users will interact with content that interacts with their emotions or changes in facial recognition.

Situation analysis for digital marketing

What should be included in a situation analysis for a plan?

• Microenvironment (operating environment)

▪ Customer analysis

➢ Click ecosystem

▪ Marketplace analysis

➢ Online market ecosystem

▪ Competitor benchmarking

• Wider macro-environment (remote environment)

▪ Environmental scanning (reviewing external sources and factors that impact the internal operations of a business; identify potential sources to consult with or consider when making business decisions)

• Internal review: McKinsey 7S