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0:00
Hello and welcome to the
session on researching
the digital environment and
how to evaluate campaigns.
My name is Hanne Knight
and I teach marketing at
the University of
Plymouth in the UK.
Some of the content
is taken out of
my textbook Digital
Marketing in Practice:
how to design, implement,
and measure effective campaigns.
0:21
In this session, we will be
reviewing how to research
the digital environment.
We will explore how to conduct
a digital marketing audit and
how digital marketing
campaigns can be managed,
tested, and improved.
0:36
The macroenvironment
of a business refers
to forces in the wider
economy of a company.
Forces in the
macroenvironment may present
opportunities or pose threats
to a business and are
usually hard to control.
Digital marketers need
to monitor changes in
the macroenvironment before
these become threats
to the business.
The macroenvironment
consists of several forces,
such as political influences,
cultural changes,
innovations in technology,
laws, and economic development.
The digital marketer has to be
particularly informed about
trends and innovations
in technology to
stay competitive.
A common framework to
apply when analyzing
the macroenvironment
is the PESTEL analysis
and originated in the 1960s.
PESTEL stands for
political, economic,
social, technological,
environmental, and legal forces.
The forces identified in
the PESTEL analysis
need to be reviewed in
detail to evaluate how these
might impact businesses
and digital marketing.
Technological
innovation has changed
the way we live for generations.
Such innovations have
implications for businesses and
marketers as they provide
new route to reach and
engage with customers.
The difference between
technological change then and
today is the speed of
developing new
products and services.
Technological change can lead to
opportunities for
businesses by, for example,
developing new products,
creating new markets,
or changing the way
we communicate.
