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L2 The Digital Micro-Environment 2014

This document discusses analyzing an organization's digital micro-environment for marketing strategy purposes. It defines the digital micro-environment as including customers, suppliers, competitors and intermediaries active online. The lecturer outlines frameworks for conducting an online marketplace analysis and evaluating elements like customer characteristics, demand levels and online consumer behavior models. Various charts are presented on topics like broadband penetration, information sources used for retail selection, and the development of Internet usage experience.

Uploaded by

Chan Chun Yeen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
118 views27 pages

L2 The Digital Micro-Environment 2014

This document discusses analyzing an organization's digital micro-environment for marketing strategy purposes. It defines the digital micro-environment as including customers, suppliers, competitors and intermediaries active online. The lecturer outlines frameworks for conducting an online marketplace analysis and evaluating elements like customer characteristics, demand levels and online consumer behavior models. Various charts are presented on topics like broadband penetration, information sources used for retail selection, and the development of Internet usage experience.

Uploaded by

Chan Chun Yeen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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The Digital Micro- Environment

Manir Zaman
Department of Marketing, Faculty of Business and Economics
Lecture 2

Learning Objectives
After completion of this module, you will be able to:

Identify the different elements of an organisations


online marketplace that have implications for
developing a digital marketing strategy
Complete an online marketplace analysis
(situation analysis) to assess customer,
intermediary and competitor use of the Internet as
part of strategy development
Evaluate the business and revenue models
enabled by digital markets.

Lecture 2 - Digital Micro-Environment

Questions for marketers


What are our capabilities for understanding our online
marketplace?
How relevant is the behaviour of the actors in the microenvironment to the future of our business?
How do I complete a marketplace analysis and how does
this inform our digital marketing planning?
How are customers needs changing as digital platforms
develop and what are the implications of such changes?
How do I compare our online marketing with that of our
competitors?
How do we find suitable intermediaries at the planning
stage of a digital marketing strategy?
Lecture 2 - Digital Micro-Environment

The Internet marketing environment

Lecture 2 - Digital Micro-Environment

Macro-micro environment Internet related


Macro-environment

Micro-environment

Social
Technological
Economic
Political, legal, ethical and
taxation

The marketplace
The organisation
The customers
The suppliers
Competitors
intermediaries

Lecture 2 - Digital Micro-Environment

An online marketplace map

Lecture 2 - Digital Micro-Environment

Issues in analysing the online marketplace

Lecture 2 - Digital Micro-Environment

Conversion Marketing
Using marketing communications to maximise conversion of
potential site visitors into actual visitors and then convert
them into leads, customers and repeat customers
Conversion measurement indicators:
Awareness efficiency
attractability efficiency
Contact efficiency
Conversion efficiency
Retention efficiency

Lecture 2 - Digital Micro-Environment

A model of the Internet marketing


conversion process

Lecture 2 - Digital Micro-Environment

An example of a conversion model

Lecture 2 - Digital Micro-Environment

10

Model showing conversion between the digital channel


and traditional channels during the buying process

Lecture 2 - Digital Micro-Environment

11

Evaluating demand levels


1. Level of Internet access
Includes type of access broadband and mobile
2. Consumers influenced by using online channel:
Includes understanding type of sites which have
influence see Fig 2.3. Marketplace analysis and
Figure 2.10 Consumer Internet activities
3. Consumers that transact online
Includes different types of transactions, not just sales,
e.g. support, forum comments, etc.
4. Consumer familiarity with the Internet

Lecture 2 - Digital Micro-Environment

12

Broadband penetration in different countries

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13

Information sources used to select retailers

Lecture 2 - Digital Micro-Environment

14

Percentage (by category) who bought online


after researching online

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15

Development of experience in Internet usage

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16

Customer Characteristics (B2C)


Psychographic segmentation
Realistic enthusiasts; confident brand shoppers;
carefree spenders; cautious shoppers; bargain
hunters; unfulfilled
Demographic characteristics: sex, age, social class, or
income
Webographics
Usage location; access device; connection speed;
experience level; usage type

Personas: description of a type of user, eg. First time buyer,


single mum etc.

Lecture 2 - Digital Micro-Environment

17

Discussion 7minutes
Type of micro-environmental analysis for
developing a digital marketing strategy for
Qantas?
Online market opportunities for a hair dressing
company

Lecture 2 - Digital Micro-Environment

18

Online consumer behaviour models


1. Information/experience seeking behaviour
models
2. Hierarchy of response buying process
models
3. Multichannel buying models
4. Trust based models
5. Social interaction communication models

Lecture 2 - Digital Micro-Environment

19

1. Information/experience seeking
behaviour models
Specific behavioural traits of the users:
Directed information seekers
Undirected information seekers
Directed buyers
Bargain hunters
Entertainment seekers

Lecture 2 - Digital Micro-Environment

20

2. Hierarchy of response buying process


models
Stages of the buying process:
Awareness
Interest
Evaluation
Trial
Adoption
Post purchase evaluation

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21

Impact of Internet on the buying process

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22

3. Multichannel buying models


involves multiple channels such as SEM,
affiliate marketing (pay per performance),
interactive display ads etc
Needs to develop integrated online services
and communications compatible with
consumer behaviour

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23

4. Trust-based models

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24

5. Social Interaction Communication


models
Participation and sharing information to
socialise and share experiences e.g.
facebook, myspace, twitter etc.
Objective: to engage an online audience and
promote participation

Lecture 2 - Digital Micro-Environment

25

Alternative Perspectives on Business


Models

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26

Next Lecture
Digital Macro- environment

Lecture 2 - Digital Micro-Environment

27

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