Professional Documents
Culture Documents
INTRODUCTION
focusing on potential
relevance of each
digital marketing
strategy
POLITICAL
FORCES
ECONOMIC
FORCES
SOCIAL
FORCES
TECHNOLOG
ICAL
FORCES
LEGAL
FORCES
ENVIRONME
NTAL
FORCES
TECHNOLOGICAL FORCES
Internet
==========
Physical
network that
links computer
across the globe
Web Browser
==========
Provide easy
method of
access info
store as HTML
web
Web Server
==========
Store the web
pages access by
web browser
Diffusionadoption curve
Ethical issues
concerned with personal
information ownership have
been usefully summarized by
Mason (1986)
Accuracy is it correct?
Accessibility who is
allowed to access this
information, and under
which conditions?
ECONOMIC FORCES
EMPLOYMENT AND
WORKING PATTERNS
INCOME AND
EXPENDITURE
INTERNATIONAL
MARKET GROWTH AND
EMERGING ECONOMIES
ECONOMIC
DISRUPTION
POLITICAL FORCES
IMPORTANT
Promoting the benefits of adopting the internet for
consumers and business to improve a countrys
economic prosperity
Sponsor research leading to dissemination of best
practice among companies
Financial services
authority
control current
account, saving,
loan
Ofgem = control
provision of
energy such as
elactrivcity and
gas
Ofcom- control
providers of
mobile phone and
broadband
services
TAX JURISDICTION
Which country
gets tax
income from
transaction
LEGAL FORCES
SOCIAL FORCES
Social exclusion
Cultural diversity
among digital
communities which
influences use of the
internet and the
services business
provided online.
CULTURAL FORCES
Environmental and
green issues
related to internet
usage.
SUMMARY
Technological forces are arguably the most likely and most important
for digital marketers to watch and access.