Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.1 Chapter 3 Click to add subtitle

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.2 Learning objectives Identify the different elements of the Internet macro-environment that impact on an organisation’s Internet marketing strategy and execution; assess the impact of legal, moral and ethical constraints and opportunities on an organisation and devise solutions to accommodate them; evaluate the significance of other macro- economic factors such as economics, taxation and legal constraints.

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.3 Questions for marketers How do I complete a situation analysis as part of planning for digital marketing? Which factors affect the environment for online trading in a country? How do I make sure my online marketing is consistent with evolving online culture and ethics? How do I assess new technological innovations? Which laws am I subject to when trading online?

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.4 Figure 3.1 ‘Waves of change’ – different timescales for change in the environment

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.5 Figure 3.2 Professor Donald Sull of London Business School talking about strategic agility

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.6 Figure 3.3 HSBC Virtual Forest (

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Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.11 Ethical issues Ethical issues concerned with personal information ownership have been usefully summarised by Mason (1986) into four areas: Privacy – what information is held about the individual? Accuracy – is it correct? Property – who owns it and how can ownership be transferred? Accessibility – who is allowed to access this information, and under which conditions?

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.12 PECR legislation summary 1 Applies to consumer marketing using or SMS messages 2 Is an opt-in regime (consent required) 3 Requires an opt-out option for all communications 4 Does not apply to existing customers when marketing similar products 5 Requires that contact details must be provided 6 Requires clear From 7 Applies to direct marketing communications 8 Restricts the use of cookies

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.13 Figure 3.4 Information flows that need to be understood for compliance with data protection legislation

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.14 Figure 3.6 Cruises.co.uk

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.15 Figure 3.7 Comparison of number of blog postings for three consumer brands Source: Nielsen BuzzMetrics’ BlogPulse (

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.16 Figure 3.8 Information exchange between a web browser and a web server

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.17 Figure 3.9 Basic home page index.html for The B2B Company in a web browser showing the HTML source in a text editor

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.18 Figure 3.10 The relationship between access to intranets, extranets and the Internet

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.19 Figure 3.11 Public-key or asymmetric encryption

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Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.21 Figure 3.12 Number of text messages sent monthly in the UK 2001 to 2006 Source: Mobile Data Association

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.22 Figure 3.13 Use of QR code for promotion of film 28 days later Source: created by blog

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.23 Figure 3.14 Example of a mobile site on an emulator at the dotMobi.mobi website Source:

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Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.25 Figure 3.15 Using a proximity device, such as a Hypertag, to download music tracks

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.26 Figure 3.16 Joost (

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.27 Figure 3.17 Components of an interactive digital TV system

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.28 Figure 3.18 Virgin Radio community forums (

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.29 Figure 3.19 Diffusion–adoption curve

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.30 Figure 3.20 Example of a Gartner hype cycle Source: Gartner (2005) Gartner’s Hype Cycle Special Report for 2005

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.31 Figure 3.21 Alternative responses to changes in technology

Chaffey, Internet Marketing 4th Edition, © Pearson Education Limited 2009 Slide 1.32 Figure 3.22 Variation in broadband penetration rates in Europe Source: Europa (2007)