Documente Academic
Documente Profesional
Documente Cultură
December, 2015
Presented by: Alok Wadehra
Agenda
Introduction
Digital Advertising
Environmental Scanning
Micro-Environmental factors
Macro-Environmental factors
Summary
References
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Introduction
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Search Advertisements
Display Advertisements
Mobile Advertisements
Social Media
Video
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Ad Conversion Ratio
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Micro-environment
Also known as the operating environment
Immediate marketplace of an organization
Specific forces on an organization generated by its stakeholders
Macro-environment
Broader forces affecting all organizations in the marketplace
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The Marketplace:
Competitive forces
Value chain analysis
New channel structures
Location of trading
Commercial arrangements for
transactions
New business and revenue models
The Organization:
Its Suppliers:
Competitor capabilities
Intermediaries:
Adaptability to change
Its Competitors:
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New capabilities
New intermediaries
Its Customers:
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Marketplace
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Questions to ask
Competitive forces: How are the major external forces on an organization affected by the
Internet?
From value chain to value network: The value network concept describes a more dynamic
version of the value chain with increased interaction between partners.
New channel structures: What changes can occur to linkages to upstream and downstream
partners in the supply chain? What is the role of new intermediaries?
Location of trading: What are the options for location of trading online?
New business and revenue models: What business and revenue models can be adopted in
the Internet marketplace?
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Bargaining
powers of
customers
Power of
suppliers
Threat of
subsitutes
The business
Extent of rivalry
between
competitors
Threat of new
entrants
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Wider Choice
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Barriers to entry
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Reduced
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Competitors
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Competitor analysis
Monitoring of competitor use of Internet marketing for acquisition and
retention of customers
Very important because of the dynamic nature of the Internet medium
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INTERNET MACRO-ECONOMIC
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Macro-economic factors
Social factors
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Economic factors
Political
Technological factors
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Organizations that monitor and respond best to their macroenvironment can use it as a source of differentiation and competitive
advantage.
Changes in social culture tend to be very rapid
Introduction of new technologies tend to be frequent too
Government and Legal changes tend to happen over longer time scales
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Social factors
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Helps in more targeted communications and develop products that are more
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Ensure that marketing activities are consistent with the latest data
protection and privacy laws
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Contact information
Name, Postal address, e-mail address
For B2B companies, web site address
Collected through online forms
Stored in databases linking to web site
Profile information
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Anti-spam legislation
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Spammers rely on sending out millions of e-mails in the hope that even if
there is only a 0.01% response they may make some money, if not get
rich
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Anti-spam legislation
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Legislation
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Sectio Implemen
n
ted
Argentina
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30-Oct-00
Australia
Part 2
12-Dec-03
Canada
China
30-Mar-06
European
Union
Art.13
31-Oct-03
India
67
Israel
Art.30
Dec-08
Japan
Apr-02
Russia
Art.30
Singapore
South Korea
Art.50
United
Kingdom
United States
http://en.wikipedia.org/wiki/Email_spam_legislation_by_country
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15-Jun-07
16-Dec-03
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Under UK law, any use of email, e-faxes and SMS messages for
direct marketing will require the prior consent of subscribers, who
can 'opt-in' for such services.
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Information Technology Act, 2000 (the "IT Act") does not contain
any provision regulating the act of 'spamming'.
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Might include a line that says you received this email because you signed up for our
newsletter at http://www.xyzmails.com
Honor all unsubscribe requests within 7 days of receipt and provide a reasonable way
for customers to unsubscribe
Follow privacy and consumer protection guidelines and laws in all local markets
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Technological factors
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Behaviour can be
Cautious, wait and see approach;
Intermediate approach, fast-follower
Risk-taking, early-adopter approach
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Technological factors
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Product
Internet is changing the product and services available in a big way
Using extranets means that certain clients can be provided with access
to the firms internal systems which both adds value and locks in clients
to your service
Price
Lot of information to be obtained easily by customers
Much easier to compare prices making price competition fiercer
Internet can make it more difficult to offer discriminatory pricing
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Technological factors
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Place
Developments in the power of databases
Direct marketing can be very successful since new segments can be easily identified
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Technological factors
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Promotion
Personalization and interactivity are making fundamental changes to
needs and preferences and agree to the supplier using this information for
further marketing activities.
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Technological factors
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Public Relations
Brochures and publications are now electronic, interactive and tailorable to
the specific needs and interests of smaller markets and even individuals.
Media relations can be enhanced by providing background information and
news releases on web sites.
Personal Selling
Technology helps undertake fast research into prospects
Databases have revolutionized client and contact management systems and
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Integration
Interactivity Dialogue
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Economic factors
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Political factors
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Summary
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Summary
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Marketers must act within current law, reassure customers about their
privacy and explain the benefits of collection of personal information
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References
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Thanks