In the marketing environment there are two separate parts; the micro-environment and the macro-environment. The micro-environment is known as the ‘operating environment’ this focuses on the customers whose needs and wants. Macro-environment focuses on the forces that can influence digital marketing. They focus on the Political, Economic, Social, Technological, Legal and Environmental forces.
Political - The political environment has many factors influencing the trading environment, they are shaped by the interplay of government agencies, public opinions and consumer pressure groups. Some examples of these factors include taxation, investment and management of business and public affairs. (Chaffey et al)
Economic - The United Kingdom has an open economy and ranks among the sixth largest in the world (IMF World Economic Outlook, October 2014). Issues such as Inflation, GDP, employment levels, interest rates need to be considered so that they these strategies ensure sustainability of a competitive and strong position.
Social - The key factors that make up social forces and the implications for digital marketing include; social communities based on demographic profile, social exclusion and cultural factors. The highest important shift in demographic trends is that over 50% of the population of the world lives in an urban setting. As well as emerging markets in Russia, India, Brazil and China represent the market growth,
Technological - Technology is vital for competitive advantage and it is the major driver of globalisation. Marketers need to understand digital and internet technology as making mistakes can lead to significant consequences.
Legal - Laws are in place to provide a framework of control and regulations to enable individuals and businesses to go about their business in a legal manner. There are many legal and ethical considerations in the online trading environments and marketers have to understand and work with them. PLT will follow the Data protection and privacy law so their customers are protected.
PrettyLittleThing’s digital marketer will have to carry out a full assessment of these forces which are shaping the online marketing environment and identify which ones have implications for their own marketing planning and strategic initiatives. (Chaffey et al)
Political - The political environment has many factors influencing the trading environment, they are shaped by the interplay of government agencies, public opinions and consumer pressure groups. Some examples of these factors include taxation, investment and management of business and public affairs. (Chaffey et al)
Economic - The United Kingdom has an open economy and ranks among the sixth largest in the world (IMF World Economic Outlook, October 2014). Issues such as Inflation, GDP, employment levels, interest rates need to be considered so that they these strategies ensure sustainability of a competitive and strong position.
Social - The key factors that make up social forces and the implications for digital marketing include; social communities based on demographic profile, social exclusion and cultural factors. The highest important shift in demographic trends is that over 50% of the population of the world lives in an urban setting. As well as emerging markets in Russia, India, Brazil and China represent the market growth,
Technological - Technology is vital for competitive advantage and it is the major driver of globalisation. Marketers need to understand digital and internet technology as making mistakes can lead to significant consequences.
Legal - Laws are in place to provide a framework of control and regulations to enable individuals and businesses to go about their business in a legal manner. There are many legal and ethical considerations in the online trading environments and marketers have to understand and work with them. PLT will follow the Data protection and privacy law so their customers are protected.
PrettyLittleThing’s digital marketer will have to carry out a full assessment of these forces which are shaping the online marketing environment and identify which ones have implications for their own marketing planning and strategic initiatives. (Chaffey et al)