9781292241609_pp03vvvvvvvv_accessible.pptx

The aim of this text is to provide you with a comprehensive guide to the concepts, techniques
and best practice to support all the digital marketing processes shown in Figure P.1. This text
is based on emerging academic models together with best practice from leading adopters of
digital media. The practical knowledge developed through reviewing these concepts and best
practice is intended to enable graduates entering employment and marketing professionals to
exploit the opportunities of digital marketing while minimising the risks.
Specifically, this text addresses the following needs:cvccc The aim of this text is to provide you with a comprehensive guide to the concepts, techniques
and best practice to support all the digital marketing processes shown in Figure P.1. This text
is based on emerging academic models together with best practice from leading adopters of
digital media. The practical knowledge developed through reviewing these concepts and best
practice is intended to enable graduates entering employment and marketing professionals to
exploit the opportunities of digital marketing while minimising the risks.
Specifically, this text addresses the following needs:The aim of this text is to provide you with a comprehensive guide to the concepts, techniques
and best practice to support all the digital marketing processes shown in Figure P.1. This text
is based on emerging academic models together with best practice from leading adopters of
digital media. The practical knowledge developed through reviewing these concepts and best
practice is intended to enable graduates entering employment and marketing professionals to
exploit the opportunitUpload & Share Presentations, Documents & InfographicsUpload & Share Presentations, Documents & InfographicsUpload & Share Presentations, Documents & InfographicsUpload & ShffffUpload & Share Presentations, Documents & Infographicsare Presentations, Documents & InfographicsUpload & Share Presentations, Documents & Infographicsies of digital marketing while minimising the risks.
Specifically, this text addresses the following needs:ddd

1. Digital Marketing: Strategy, Implementation and Practice Seventh Edition Part 1 Digital Marketing Fundamentals Chapter 3 The Digital Macro-Environment Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

2. Chapter 3 the Digital Macro-Environment Main topics: The rate of environmental change Technological forces Economic forces Political forces Legal Forces Social Forces Case Study: Social media – Do celebrities call all the shots?

3. The Rate of Environmental Change In the digital world, changes in market forces are increasingly rapid. Firms should respond to these changes, emerging opportunities and threats by developing strategic agility.

4. Technological Forces In the digital world, changes in market forces are increasingly rapid. Firms should respond to these changes, emerging opportunities and threats by developing strategic agility. Key factors to consider: Internet technology Cyber security How to develop secure systems Mobile and S M S messaging and applications Mobile Apps Wi-Fi and Bluetooth wireless applications Emerging technologies

5. Emerging Technologies Assessing the marketing value of technology innovation

6. Commercial Application of the Diffusion of Innovation Curve Source : Gartner Group

7. Figure 3.6 Alternative Responses to Changes in Technology

8. Economic Forces Economic growths Market growth and employment Interest and exchange rates Globalization Economic disruption

9. Political Forces Political control and democracy Internet governance Taxation Tax Jurisdiction

10. Legal Forces Data protection and privacy law Anti-spam legislation Disability and discrimination law Brand and trademark protection Intellectual property rights Online advertising law

11. Social Forces Demographics Culture Social exclusion

12. Case Study 3 Social Media – Do Celebrities Call All the Shots? Questions: Use the dimensions of the S M M F to analyse the following: a. Kylie Jenner’s cosmetics b. Shannon Coulter’s grabyourwallet Suggest how the S M M F helps to: a. Interpret what is happening in the financial services industry in relation to its use of social media; b. Provide strategic solutions for the use of social media that might help to protect banks and building societies from the G A F A Ms Discuss the extent to which it is possible to strategically manage social media using case evidence 1 to 4.