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picture1_Digital Marketing Templates Ppt 67388 | Ch 3 0


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File: Digital Marketing Templates Ppt 67388 | Ch 3 0
chapter 3 the digital macro environment main topics the rate of environmental change technological forces economic forces political forces legal forces social forces copyright 2019 2016 2012 pearson education inc ...

icon picture PPTX Filetype Power Point PPTX | Posted on 28 Aug 2022 | 3 years ago
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     Chapter 3 The Digital macro-environment
                Main Topics: 
                • The rate of environmental change
                • Technological forces
                • Economic forces
                • Political forces
                • Legal Forces
                • Social Forces
                             Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
                                                                               2
        Introduction
        
           We will explore the macro-environment forces, focusing on 
        the potential relevance of each to digital marketing strategy:
        1. Technological forces
        2. Economic forces
        3. Political forces 
        4. Legal forces
        5. Social forces 
                          Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
                                                                         3
  
    The main reason for keeping track of changes in the 
   macro-environment is to be aware of how changes in 
   social behaviour, new laws and technological 
   innovation can create opportunities or threats.
  
     Organisations that monitor and respond effectively 
   to their macro-environment can create differentiation 
   and competitive advantages that enable the business 
   to survive and prosper
                       Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
                                                               4
   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. 
Strategic agility: The capability to innovate and gain 
 competitive advantage within a marketplace by 
 monitoring changes within an organisation’s 
 marketplace, and then efficiently evaluating 
 alternative strategies, selecting, reviewing and 
 implementing appropriate candidate strategies.
                          Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
                   1- Technological 
                              forces 
       Key factors to consider: 
       • Internet technology
       • Cyber security
       • Mobile and SMS messaging and 
         applications
       • Mobile Apps
       • Emerging technologies
                         Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
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...Chapter the digital macro environment main topics rate of environmental change technological forces economic political legal social copyright pearson education inc all rights reserved introduction we will explore focusing on potential relevance each to marketing strategy reason for keeping track changes in is be aware how behaviour new laws and innovation can create opportunities or threats organisations that monitor respond effectively their differentiation competitive advantages enable business survive prosper world market are increasingly rapid firms should these emerging by developing strategic agility capability innovate gain advantage within a marketplace monitoring an organisation s then efficiently evaluating alternative strategies selecting reviewing implementing appropriate candidate key factors consider internet technology cyber security mobile sms messaging applications apps technologies...

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