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Slide 3.1

Chapter 3
The online macro-environment

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016

Slide 3.2

Learning objectives
• Identify how the macro-environment affects an
organisation’s digital marketing strategy,
planning, implementation and performance
• Consider legal, moral and ethical constraints of
digital marketing
• Identify aspects of each of the macro-
environmental forces that are particularly
relevant to digital marketing.

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Slide 3.3

Questions for marketers

• How important are macro environmental changes to my digital
marketing strategy?
• How can I ensure my online marketing activities are consistent
with evolving culture and ethical standards of online
communities?
• How important is it for me to understand technological
innovations?
• Which laws am I subject to when marketing online?
• How is social media marketing likely to impact on my business
and what changes do I need to make in order to react to social
changes in the online market place?
• What are the political influences which could influence my
digital marketing planning?
• How do I keep up in a constantly changing marketing
environment? Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016

Slide 3.4

Why review the micro-environment?

The main reason for keeping track of changes in the

macro-environment is to be aware of how changes in
social behaviour, new laws, technological innovation
can create opportunities or threats. Organisations
that monitor and respond effectively to their
macro-environment can create differentiation and
competitive advantages which enable the business
to survive and prosper.

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Slide 3.5

Key macro-environment factors

• Political forces
• Economic forces
• Social forces
• Cultural forces
• Technological forces
• Legal forces
• Environmental forces

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Slide 3.6

Figure 3.1 Google Wallet

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Slide 3.7

Figure 3.2 Information exchange between a web browser and a web server

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016

Slide 3.8

The relationship between access to intranets, extranets and the

Figure 3.4
Internet text editor
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Slide 3.9

Figure 3.5 Public-key or asymmetric encryption

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016

Slide 3.10

Figure 3.6 QR Codes

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Slide 3.11

Figure 3.7 Diffusion–adoption curve

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Slide 3.12

Figure 3.8 Different stages of a Gartner hype cycle

Source: Gartner Group

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Slide 3.13

Figure 3.9 Alternative responses to changes in technology

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016

Slide 3.14

Economic Forces

• Market growth and employment

• International market growth and emerging
economies – globalization
• Economic disruption

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Slide 3.15

Political Forces

• Government agencies, public opinion and

consumer pressure groups and industry backed
organizations.
• Taxation
• Tax jurisdiction

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016

Slide 3.16

Legal Forces-Digital laws

Table 3.1 Significant laws which control digital marketing

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Slide 3.17

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 and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016

Slide 3.18

Information collected online

Table 3.2 Types of information collected online and the related technologies

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Slide 3.19

Social and Cultural Forces

• Social Forces:
– Social communities based on demographic profile
– Social exclusion
• Cultural Forces
– Environmental and green issues

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