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Digital Marketing Lecture 3

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Neil Kelley
Neil Kelley

Digital marketing audit...

Education
1 of 26
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1 2 3 4 5 6 situation analysis objectives strategy tactics action control
strategy systems functions resources suppliers other stakeholders intermediaries competitors customers political forces social cultural forces technological forces economic forces environmental forces legal forces
Your Notes PESTEL Factors Potential Impact Implications & Importance About your organisation & how the factors might impact on DIGITAL marketing for your organisation/SBU Political Economic Social Technological Environmental Legal H = High M = Medium L = Low U = Undecided Time Frame: Short Medium Long Type: Opportunity or Threat Implication: Increasing Reducing Not yet determined Relative Importance H = High M = Medium L = Low
…disruption and innovation …increasing online video audiences
strategy systems functions resources suppliers other stakeholders intermediaries competitors customers political forces social cultural forces technological forces economic forces environmental forces legal forces
stakeholder analysis...
Monitor… Minimal Effort Keep Informed Keep Satisfied Key Players
segment characteristics involvement
Average weekly internet usage is 16.8 hours (2013)
Intensity of existing rivalry Porter, M, 1979
C E A B D Firms within a strategic group have similar strategies The relative position of groups shows how alike or different their strategies are
effect on industry, market & you
INBOUND LOGISTICS OPERATIONS OUTBOUND LOGISTICS MARKETING &SALES SERVICE FIRM INFRASTRUCTURE HUMAN RESOURCE MANAGEMENT TECHNOLOGY DEVELOPMENT PROCUREMENT Source: Porter Porter, M, 1985
user experience… UX Findability and SEM
Internal analysis...
…simplistic but often used model
…web presence model
Strengths Weaknesses Opportunities “Maxi-Maxi” Strategies Strengths used to maximise opportunities “Mini-Maxi” Strategies Minimise weaknesses by taking advantage of opportunities Threats “Maxi-Mini” Strategies Strengths used to minimise threats “Mini - Mini” Strategies Minimise weaknesses and avoid threats

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