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Digital Marketing

Chapter 2 revision

QuestionAnswer
Micro-environment The players (actors) and their interactions, which influence how an organisation responds in the marketplace.
Macro-environment Broad forces affecting all organisations in the marketplace, including social, technological, economic, political, legal and ecological influences
Why analyse the micro-environment? Organisations that monitor, understand and respond appropriately to changes in the environment have the greatest opportunities to compete effectively in the online marketplace
Players who shape the micro-environment? Customers Suppliers and intermediaries Competitors
Customer behavioural analysis from two perspectives Demand and gap analysis =Volume of visits to the website and the extent to which visitors are converted into buyers or leads Digital consumer behaviour =Develop insights into the needs and digital experiences and behaviour of the target markets
Customer characteristics Demographic variables Psychographic and behavioural variables
Persona A thumbnail summary of the characteristics, needs, motivations and environment of typical website users
Persona consists out of: Personal attributes The persona must be a representation of the typical user Different scenarios must be developed for each persona
Porters 5 force model Bargaining power of customers Bargaining power of suppliers Threat of a substitute Threat of new entrants Extent of rivalry between competitors
Business model should compromise of Value proposition Customer segments Customer relationships Channels Key partners Activities
Created by: Zeni
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