Chapter 3

Created by carlingmatthews 

Upgrade to
remove ads

5 factors of the Internet Macro-Environment

Social factors; Legal and ethical issues; Technological factors; Economic factors; Political factors

2 most important macro-environment factors for internet marketers

Legal and ethical issues; Technological factors

Earlier view of 5 aocial factors affecting adoption of internet

No perceived benefits
Lack of trust
Security problems
Lack of skills
Cost of access

4 technological conditions

How easy it is to use; security; availability; opportunity to try products

Evaluating demand levels today and near future

Internet access among target customers; Internet use among target customers; Buying behavior of target customers

2 legal issues

privacy; abuse of information

3 examples of abuse of information

Contact information; Profile information; Behavioral information (on a single site or across sites; Purchase history, site visited etc.)

4 customizing steps

traffic building, motivation, collecting data, dialogue

traffic building

to generate traffic

motivation

To offer necessary incentives

collecting data

To ensure the collection of customer data

dialogue

To keep a dialogue based on the customers interest and profile

EU principles regarding personal data

Fairly and lawfully processed; Processed for limited purposes; Adequate, relevant and not excessive; Accurate; Not kept longer than necessary; Processed in accordance with the data subject's rights; Secure; Not transferred to countries without adequate protection

Permission marketing principles

E-mail / sms (Opt-in and opt-out); Collection, storage and use of customer related information
(Clear and comprehensive information about the purpose; Opportunity to refuse the collection, storage or use)

Other Legal Aspects: Domain name system

a domain name is an internet address; in order to obtain one, the domain name must be available. Then, you can register it; It should be treated as a trademark - digital; may firms have registered many domain names, including misspellings of their one domain names, or names that are similar

3 Important Aspects of Technology Factors

Access platforms like mobile or wireless access devices; Technology convergence; SMS messaging (SMS applications such as database building, location-based services, sampling/trial, sales promotions)

5 new technologies

rss readers, tagging, mash-up, wikis, social networks

3 strategies for technology adoption

"Wait and see"-approach; Fast-follower; "Early-adopter"-approach

3 notes about strategies for technology adoption

Knowledge of opportunities and threats presented by the changes is essential; New technologies may be fads - not living up to their promise; Nevertheless, a careful review of new technologies is required

Consumer Propositions - Mobile or Wireless Access

Not Fixed Location; Location-Based Services; Instant Access/Convenience; Privacy; Personalization; Security

M-Commerce

Use of wireless devices for informational or monetary functions

3 notes about M-Commerce

Levels of product purchases by mobile phones have proved very low; Mainly phone ringtones, music downloads, games etc.; Better access speed may change it (3G)

Please allow access to your computer’s microphone to use Voice Recording.

Having trouble? Click here for help.

We can’t access your microphone!

Click the icon above to update your browser permissions above and try again

Example:

Reload the page to try again!

Reload

Press Cmd-0 to reset your zoom

Press Ctrl-0 to reset your zoom

It looks like your browser might be zoomed in or out. Your browser needs to be zoomed to a normal size to record audio.

Please upgrade Flash or install Chrome
to use Voice Recording.

For more help, see our troubleshooting page.

Your microphone is muted

For help fixing this issue, see this FAQ.

Star this term

You can study starred terms together

NEW! Voice Recording

Create Set